Adam Hashemi has directed commercials for big names like Nike, Audi, and Volkswagen, and he’s even made a humorous spot for Coke that aired during the 2011 Super Bowl. But his latest client work was done for Samsung, and it caught our eye yesterday morning as another example of the company’s often tone-deaf antics. “[The ad] will always be controversial,” Hashemi said to The Verge in a phone interview. “It’s a phone, and it’s a very, very rich football star, and these kids look poor.”
His commercial finds Dickensian children watching their impoverished neighborhood be destroyed while singing Lorde’s “Royals.” The twist is that the destruction is actually the doings of soccer star Lionel Messi — aided by Samsung Galaxy products, of course — who’s actually building the kids a new soccer field.
“To me, the ad is funny. It’s highly dramatic,” Hashemi says. “It’s a musical, which is in itself, to me, is funny.”
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