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Lionel Messi Reconfigures a City for Samsung in ‘The Developer’

Question: What would a contemporary soccer-related version of “Les Miserables” look like if we replaced all the singing actors with kids and threw in the craftiest living man in cleats? Answer: This tw0-minute Leo Burnett commercial promoting Samsung’s Galaxy Note 3 and accompanying smart watch. When Lionel Messi isn’t dominating the pitch or allegedly evading taxes, he’s also rebuilding cities as an urban developer! For the kids!

From a narrative perspective, this spot is about as corny as it gets – I think it will be very tough to top the new pair of Samsung ads that show the progression of pop-culture smart watches over the years and harp on some brilliantly revealed nostalgia. But “The Developer” is enjoyable on a micro level if you don’t think about it too hard, kind of like every James Cameron movie. Messi on his suit and tie. Kids singing a cute version of Lorde’s single “Royals.” There’s even a building demolition scene if you’re into that. And if you’re not, there’s always Messi, on his suit and tie, smiling, playing soccer with kids. Everybody loves that.  Credits after the jump.

EVP, Creative Director: Shannon McGlothin
SVP, Creative Director: Brandon Rochon
SVP, Creative Director: Adam Kennedy
Creative Director: Guy Seese
Creative Director: Brian Murphy
SVP, Account Director: Radim Svoboda
Account Director: Benjamin Haynes
Account Executive: Cameron Zick
SVP, Executive Producer: Jennifer Dennis
Producer: Keith Jamerson
VP, Music Director: Gabe McDonough
Sr. Music Producer: Chris Clark

Production Company: Furlined
Director: Adam Hashemi
Executive Producer: Eriks Krumins

Post-production: The Mill, LA

Editorial: Rock Paper Scissors
Editor: Mikkel EG
Executive Producer: Carol Lynn Weaver

Music Supervisor: George Drakoulias
Sound Designer: Gus Koven (Stimmung)
Mixer: Loren Silber (Lime Studios)
Music Production Support: Amber Music

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