“RedOne’s life is a perfect embodiment of the philosophy, ‘Do What You Can’t,” said Samsung.
The company and the star made their announcement during a press conference in Casablanca yesterday, July 24.
The campaign features a series of videos shot with RedOne in his hometown of Tetouan in northern Morocco. The videos show he evolved from a young boy to the star he is now by leaving the city to go from Stockholm to Los Angeles to kickstart his career.
The success story is shot entirely using Samsung’s Galaxy 10 smartphone.
“Samsung is a brand that reflects the values that are dear to me, and its slogan Do What You Can’t is a phrase that sounds made for me, because it summarizes all the steps of my career,” said RedOne during the press conference.
“I would never have imagined my life becoming that way. I had a dream that I thought was unachievable, but I believed it, I trusted myself, I worked and persevered, I hung on until I reached my goal,” he continued.
Samsung echoed a similar statement, saying “RedOne’s life perfect embodiment of the Samsung philosophy, ‘Do What You Can’t.”
“Samsung and RedOne hope to spread an inspiring and positive message through this initiative, a hymn to inner strength and surpassing oneself and a call to believe in one’s abilities and surpass oneself to realize one’s most unlikely dreams,” said the company.
“We, along with Redone, promise a sequel to this campaign that will be more than just a message and visuals, but actions that change people’s lives for the better.”