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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Susan Zwaal

Director, Human Resources

Ben Tarr


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Samsung and World Surf League Extol the ‘Snail’ for 2016 World Championship Tour

New spot by Leo Burnett Chicago tells the story of a mollusk, a young boy and the Galaxy S7

Every living thing has a need to connect with something greater than itself, even if it takes immense effort to do so.

That’s the theme of a new spot, “Snail,” by Leo Burnett Chicago for Samsung and the World Surf League ahead of this year’s World Championship Tour.

A tiny snail’s attempt to cross a vast and dangerous sidewalk, and what that journey means, is likened to a young boy in India who develops a passion for surfing after being inspired by videos he watches on his Samsung Galaxy S7. Living in a country and culture where surfing is uncommon, the boy pushes boundaries and finds a connection with the world from his surfboard out at sea.

Samsung Snail 330

The story is rooted in Samsung’s celebration of those who defy barriers, a theme first introduced in this year’s Olympics campaign and featured in the film “The Chant.”

WSL athletes Gabriel Medina, John John Florence and Sally Fitzgibbons make a cameo appearance in “Snail.” This is Samsung’s third year sponsoring the World Surf League.