Most football fans in Germany expected Mario Götze, who shot Germany to the
Football World Cup Championship in Brazil in 2014, to play again in the 2018
World Cup. But after a rocky season, Götze wasn't nominated by Germany's head
coach Jogi Löw.

Samsung as a sponsor of both, Germany's national football team as well as Mario
Götze himself, chose to stand by the famous midfielder and thus told the story of
his personal defeat in an unusually honest way, accompanied by the song "Hurt" in
the iconic cover version of Johnny Cash. And, by doing so, also conveyed Mario's
personal message to the whole nation: That despite his personal defeat he will do
everything in his power to come back stronger than ever.

The commercial and its song struck such a strong chord with the German
audience, that "Hurt" was even picked up by national television as the closing song
after the German team's historical defeat and elimination in the first round of the
World Cup.

Further results and impact related to the use of the "Hurt":
„Hurt“ reaching #1 on the German AMAZON streaming charts after the German
team's elimination from the Football World Cup
+150% of streamings of „Hurt“ on SPOTIFY during the campaign period
+377% of streamings of „Hurt“ on APPLE MUSIC(!) during the campaign period
+894% of SHAZAMS during the campaign period