Samsung rewrites what you can’t do

  • PopPress
  • February 16, 2018
  • StopPress Team
Samsung rewrites what you can’t do

Samsung’s new 'Human Nature' campaign pulls on the motivation strings of viewers, sharing the philosophy that ‘we are born to do what can’t be done’.

The campaign video presents scenes of people from all walks of life overcoming the adversity that comes with daily life as characters in the advertisement are subject to the word 'can’t' when trying to chase their ambitions.

Samsung finishes the piece with the scene of a paraplegic woman who utilises virtual reality to help her walk again before the campaign prompts viewers to ‘Do what you can’t’.

It is not the first of Samsung’s ‘Do What You Can’t’ advertisements, with a previous ad in March 2017.

The advertisement presented an ostrich who snaffled a Samsung VR/AR headset and pursued its quest for flight. The campaign successfully utilized the hashtag '#DoWhatYouCant' which was promoted widely on social media.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Compendium: 23 August

  • PopPress
  • August 23, 2019
  • StopPress Team
The Compendium: 23 August

Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit