Samsung gives every runner a taste of glory

A cute concept and a fun execution make Win-Win Marathon, headed up by Leo Burnett Israel, a lighthearted, encouraging ad that doesn’t devalue the endurance and dedication of every athlete. 

When you run a marathon, you don’t always expect to win, but sometimes the hardware is a nice incentive. The Win-Win Marathon shows a man training for the long-distance event, in rain or shine, through pains and aches, in the park and on the boardwalk. The narration recites a Seussian poem, keeping up the upbeat, but still jaunty vibe. 

Taking a whole chapter out of other phone campaigns, Win-Win Marathon was shot entirely on a Galaxy Note. The image is great, the steady cam attached to the man’s chest makes it involved and immediate. The concept is fun, and in the end it’s revealed that he’s won the marathon! At least, he’s won in the category of “Men named Eddy over 35 who play banjo, and love squirrels.”