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Samsung’s ‘Birthday’ Shows the Power of Connection

Leo Burnett Tailor Made tells a story of a child’s labor of love

Samsung Smart TV’s “Birthday,” GPC Rating: 7.3

To showcase the countless benefits of a Samsung Smart TV, Leo Burnett Tailor Made created this heartwarming spot, "Birthday.”

The short film starts off with a young boy waking up, flushed with excitement and eager to prepare for his father’s birthday celebration. Guided by video tutorials and interactive lessons streamed from his family’s Samsung Smart TV, he prepares a cake and handmade decorations. After a busy day of preparation and still no father in sight, the boy falls asleep, heartbroken.

But “Birthday" ends with a birthday surprise nonetheless, as the boy greets his father via Skype on the Smart TV. His father is delighted when he sees his son’s labor of love. The tagline reads: “Connect with what you love most."

The beautifully crafted film was applauded for its production values, direction and compelling storyline.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.