• by Aaron Baar , August 5, 2016

An Austrian-born actor and a Korean electronics maker teaming up to sing the praises of American ambition? It must be the Olympics. 

Just days after unveiling its latest Note7 device, Samsung is taking to the airwaves and Internet with a big spot introducing the device to the American public during the Olympic games. The spot, which will first air during the opening ceremonies on Friday, features Oscar-winning actor Christoph Waltz in a variety of roles, first questioning why Americans always seem so busy and then coming around to note the accomplishments of the country. 

“This is a phone that has a loyal fan base, and they love the device because it’s very capable,” Jesse Coulter, chief creative officer of Samsung USA, tells Marketing Daily. “This is a device to get stuff done.”

The spot, from agency Wieden+Kennedy, begins with Waltz as himself in a sitting room saying he doesn’t understand Americans. “Always working, all the time. Busy. Busy. Busy,” he chides. “And now you have this… Galaxy Note 7 so you can do even more. Really?” The spot cuts to Waltz playing a variety of “stock” American characters, like a woman riding a stationary bike while her baby hangs in a sling on her chest or texting while on vacation. “You’re never happy when you’re winning something. You’re only happy winning everything. What has that tireless ambition gotten you?” he asks. He then goes on to note that the country built itself from nothing, is responsible for modern democracy and put people on the moon. The spot concludes with Waltz having come around on the country, in front of a house covered in red, white and blue bunting and an adoring family. 

“It’s a phone that we hope will help people do more,” Coulter says. “America has a great appetite and work ethic, but there’s more to it, and that’s ambition.”

As an Olympic sponsor, Samsung will have a heavy presence at the Olympics. With the Note 7 coming out at pretty much the same time, the opportunity to introduce the phone to the important U.S. market was perfect, Coulter says. 

“We do have work like ‘Anthem’ that sell pride and patriotism all over the world,” Coulter says. “[But] we know the Note is a compelling device for the U.S, market. We wanted to express that it wasn’t just about doing stuff, but it was about American ambition.”

The spot will run in different lengths on television and online throughout the Olympics and “beyond,” Coulter says.