Lorde Samsung Commercial

This is where I’d say “Lorde, Lorde!” if the “e” wasn’t silent. Lorde’s “Royals” has been just about everywhere lately, and now we’ve officially moved on to the Kidz Bop version. Well, not quite — kids do sing the song in this video, but it’s a Samsung Galaxy Note 3 commercial starring four-time defending FIFA Player of the Year Lionel Messi. No sign of the New Zealand teen queen, though. Here’s the plot:

A mysterious stranger arrives in a low income neighborhood and captures the imaginations of the children who live there. He is “The Developer” and the children view him with a deep suspicion.

I wanted to hate this, but both the kids and Messi are so irrepressibly charming that I couldn’t help grinning, and the kids do the song justice. It does have a certain nursery rhyme quality to it. Watch the ad below.

See, kids? Samsung isn’t evil, and neither is “The Developer”! Turns out Messi is just as good at faking people out in disadvantaged neighborhoods as on the pitch.

Comments (4)
  1. Holy hell, what is wrong with the people at Samsung? I’m all for more open spaces for athletics (and I do love football) but trying to sell expensive pieces of technology by showing a wealthy “developer” buying up residential spaces, rolling in with a wrecking crew, and destroying low cost homes to make room for his own designs is callous beyond belief.

    I guess after that Radio City Music Hall Galaxy S4 debut I should know that most of Samsung’s marketing department is made of tone-deaf halfwits, but they still manage to surprise.

    • Yep. Seriously, I really don’t get the video.

      “We tore down your home, but SURPRISE! WE built you a football field in its place, because we really do care and understand your real needs!” An advertisement should never align itself with an image like that.

    • And what better song than “Royals” to portray the image that kids shouldn’t be happy with their humble neighborhoods and instead demand the fancy, glamorous things they see in commercials!

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