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.

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