To activate its partnership with Trek Factory Racing and leverage Tour De France fever, Samsung Mobile has created a film to celebrate professional cycling’s hard working domestiques – those who sacrifice and suffer and who #ridefor the greater good of their team.
The idea is based around reflecting and embodying Samsung Mobile’s current ‘We are greater than I’ big idea.
It aims to link Samsung’s own team philosophy to that at trek and all cycling squads who strive for the same mission: ‘Make yourself better by contributing to something greater than yourself’.
The spot, which is fronted by Trek’s super domestique Gregory Rast and team leader Fabian Cancellara, features the voiceover lines:
‘Forget your screaming legs, your thinning breath and exhausted body.
Shut up your doubting mind and self-centered pain.
We can’t hear any of that.
This ride isn’t about you.
It’s not about the pain you feel.
It’s about what we’re capable of.
This isn’t about you.
You’re not going to win anyway,
But together, together we might.
So go on, forget yourself.’
Launched on 4 July to maximise interest in the world’s greatest cycling race – Le Tour De France – which begins with a Grand Départ in the Dutch city of Utrecht, the film fronts a su8mmer Samsung campaign to both celebrate cycling culture and enrich the experience and overall enjoyment of cycling through its mobile devices.
The campaign, themed around teamwork and sacfrice, was created in partnership with agency 72andSunny were the team included creative directors Carlo Cavallone and Paulo Martins, plus creatives Felicitas Olschewski, Simone Moessinger and Domingo de la Villa.
Production was handled by Knucklehead and the ad was directed by Christopher Hewitt, produced by Stephanie Whitehead and Matthew Brown and the DoP was Nicolas Karakatsanis.
This tactically timed, striking spot is the biggest element to date in Samsung’s leverage work for its Trek partnership.
It was back in July 2014 that Samsung first announced a new global partnership with Trek and its aim of working with the team primarily through the fitness and healthcare features of its mobile devices to improve performance.
‘Fitness and wellness are such an important part of people’s lives, and Samsung is continuously focused on integrating meaningful features into our smart mobile devices,’ said Samsung EVP of Global Marketing, IT & Mobile Communications Younghee Lee when the partnership was initially unveiled.
‘Through our collaboration with Trek, we will be able to better understand the needs of cyclists to enhance their interaction with mobile devices and enable athletes and fans to stay connected and active in their daily lives.’
As part of the alliance, Samsung is collaborating with the UCI World Tour team by provide the cyclists, coaches and staff with Samsung mobile devices – including the Galaxy S5, Gear portfolio (Gear, Gear 2, Gear Fit) and tablet devices – with the aim of advanceingtheir training and cycling experiences.
Samsung and Trek are also working together to identify key opportunities and challenges faced by the Trek team and integrate Samsung devices and knowledge to improve capabilities and support their growth and success.
‘Trek shares the vision of bringing new technology to sport, and we are excited to join forces with Samsung on this strategic alliance. We believe the innovation of Samsung’s mobile technology will transform the riding experience for professional cycling teams and consumers around the world’, adds Joe Vadeboncoeur, Vice President of Product Development and Marketing at Trek.
Samsung Mobile YouTube:
Samsung Mobile Website:
Samsung Mobile Facebook:
Samsung Mobile Twitter:
Samsung Mobile Google+:
Samsung Mobile Press:
Trek Factory Racing Website:
Trek Factory Racing Twitter:
Trek Factory Racing Facebook:
Trek Factory Racing Instagram: