The campaign flips the carefree lyrics of the classic song on its head by juxtaposing them with Samsung’s bold leadership stance: What we create today empowers you to create the future. In the spirit of this approach, Samsung is launching its own brand campaign to kick off a year that will both celebrate the 10th anniversary of Galaxy smartphones and set the foundation for the next decade of new, innovative and groundbreaking products. As the world now enters a new era of uncertainty, Samsung refuses to accept those laissez-faire lyrics with a promise to empower people to create their own future. What does the future hold? Back in the 1950s, Doris Day answered that question with a simple lyric: “Que será, será, whatever will be, will be.” Her cheerful brand of fatalism encouraged a generation to let go of their worries and let the future unfold as it may.
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