Samsung’s Compelling “We Are Greater Than I” Cycling Ad

The very talented firm 72andSunny has put together a short for Samsung. The theme revolves around teamwork and sacrifice. About the unsung heros in team racing that clear the path for their teammates to take the flag.

From the agency:

In partnership with Trek Factory Racing, we’ve created a film to celebrate the domestiques of professional cycling. Those who sacrifice and suffer. Those who ride for the greater good of their team. Those who are evidence that together, we are greater than I.


This film features Trek Factory Racing Team’s super domestique Gregory Rast and team leader Fabian Cancellara.


Advertising Agency: 72andSunny, UK
Executive Creative Director: Carlo Cavallone
Creative Director: Paulo Martins
Creatives: Felicitas Olschewski, Simone Moessinger, Domingo de la Villa
Production Company: Knucklehead
Director: Christopher Hewitt
Producers: Stephanie Whitehead, Matthew Brown
DoP: Nicolas Karakatsanis

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