Brief Explanation

Samsung Australia’s TVC campaign, 'The Ad I Was Supposed To Make' features former Australian Netball captain and Samsung Ambassador Sharni Layton. The spot explores an Australian sporting story about professional and personal challenges, the commitment to overcome barriers, and Layton's drive to defy odds and return to the sport she loves. At first, Layton is the heroic leader we know her to be—leading the Australian Diamonds netball team as their captain to victory in an heroic, fast-paced action sequence. We cleverly cut out to reveal a story unfolding within a story; Sharni watches herself from the Samsung television in her lounge. It’s the ad she was supposed to make but she won’t be playing the Commonwealth Games this year. Instead, we see Sharni train to re-build her resilience against her greatest opponent yet: herself. This inner transformation (and triumph) is not merely physical and what makes this spot so impactful.

Execution

Inspired directorial choices here herald Samsung with a singular vision that is demonstrated through shot selection, layered sound design, clever reveals and genuine journey. These choices smartly play against sports commercial tropes and challenge what the audience thinks they are seeing – that’s exactly what makes this film impactful. The unexpected reveal of a story unfolding with a story on Sharni’s Samsung television show up and undermine conventions by writing a new narrative: re-mastering the mental game of an elite athlete. The idea that Sharni’s greatest challenge is herself is a narrative led by a sensitively directed performance by non-actor, Sharni Layton. The layered sound design supports this tonally strong piece and gives voice to the demons in Sharni’s head behind her VO, which haunt, but are silenced by her determination. Critically, we see Samsung masterfully embedded as intrinsic to this journey rather than inserted into the piece without cause.