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Samsung Galaxy Note9 Turns Workplace Tech Panic Into a Musical
Samsung's 'No Crisis' is a two-minute musical film created by Leo Burnett Israel and produced by Omri Paz Productions, launched in Israel in September 2018 to promote the Galaxy Note9 by dramatising how the device's battery life, performance, and multitasking capabilities prevent minor workplace technology problems from escalating into genuine emergencies.
The campaign arrives at a moment when Samsung's global position was under measurable pressure. According to fierce-network.com, Samsung shipped approximately 292.3 million smartphone units in 2018, representing roughly 20.8 percent of global market share, down from 21.7 percent the prior year. In Israel, where smartphone penetration is high and consumer expectations of flagship devices are exacting, the Galaxy Note9 needed a launch vehicle that could cut through a crowded electronics and technology landscape without retreating to conventional specification-led advertising.
Leo Burnett's answer was to frame the product's core strengths — long battery life, rapid processing, and seamless multitasking — not as engineering claims but as the punchline to a broadly relatable workplace comedy. The campaign centres on the proposition that Galaxy Note9 users simply do not experience the low-battery dread, app crashes, or lag that turn ordinary office moments into crises. Rather than stating this directly, the film performs it: a full ensemble of office workers and the protagonist break into an elaborately staged musical number built around the idea that, with the Note9 in hand, there is quite literally no crisis to sing about. The campaign was submitted to international award bodies and recognised at both the Loeries 2019 and the New York Festivals Advertising Awards, according to campaignsoftheworld.com and nyfadvertising.com respectively, confirming its resonance beyond the Israeli market where it first aired.
Samsung Israel identified a specific consumer tension to anchor the Galaxy Note9 campaign. In a flagship smartphone category where competing devices from Apple and Huawei were aggressively marketed on hardware credentials, Leo Burnett Israel shifted the conversation from specification to emotional relief — the feeling of confidence that comes from knowing your device will not fail you mid-task.
According to fierce-network.com, the top five global smartphone vendors accounted for approximately 69 percent of 2018 shipments, up from 63 percent the previous year, reflecting intensifying consolidation around a small number of dominant brands. In Israel, that competitive reality translated into a market where Samsung, Apple, and Huawei were all competing for the same premium-tier buyer. Apple's Israeli marketing at the time leaned heavily on ecosystem loyalty and design aesthetics, while Huawei was building momentum on camera performance. Samsung's strategic opening, as realised by Leo Burnett, was to own the territory of dependability — specifically the anxiety-free workday that a genuinely powerful device enables.
The musical format was not an arbitrary creative choice. According to brandinginasia.com, the campaign's core proposition held that the Galaxy Note9's battery and performance capabilities are so reliable that the scenarios which typically generate workplace panic simply do not occur for its users. By staging an entire musical celebration of a non-event — the crisis that never happens — Leo Burnett transformed an absence of problems into an affirmative, shareable brand statement. This inversion is strategically sound in the Israeli market, where self-deprecating and situationally comedic advertising has a documented heritage of cutting through in a media environment characterised by high digital consumption and discerning audiences.
Director Tal Zagreba led the creative execution of 'No Crisis' for Samsung, working with Leo Burnett Israel, Omri Paz Productions, and co-production company Great Guns, according to brandinginasia.com. Zagreba's decision to build the film around a live musical performance rather than a lip-synced or animated sequence gives the spot an immediacy and physical energy that distinguishes it from the category's more polished but less human product demonstrations.
The casting decisions are central to the film's credibility. According to brandinginasia.com, Zagreba selected Israeli musician, rocker, pianist, and songwriter Shlomi Shaban to compose, arrange, and perform the musical number at the heart of the advertisement. Shaban's standing in Israeli popular culture lends the piece genuine musical authority rather than the pastiche quality that can undermine brand-commissioned songs. Alongside Shaban, Zagreba cast Gal Friedman from the beloved Israeli comedy ensemble Tziporela in the protagonist role, according to brandinginasia.com, grounding the film's comedic premise in a performer audiences already associate with sharp, character-driven humour.
The creative team at Leo Burnett Israel behind the campaign included copywriters Oren Ben Naim, Elad Gaizler, and Tal Menkes, art director Meital Miller, producer Menny Zarhia, and chief creative officer Ami Alush, as documented by campaignsoftheworld.com. Editor Shahar Be'eri shaped the final cut, according to campaignsoftheworld.com. The Loeries 2019 Craft Certificate for Original Music and Sound Design, as reported by campaignsoftheworld.com, confirms that the production's musical dimension was evaluated and recognised at a peer level within the industry, validating the technical ambition of Omri Paz Productions' approach to integrating product messaging within a live-performance format.
No verified audience performance data for Samsung's 'No Crisis' campaign — including view counts, engagement rates, or sales uplift figures — is publicly available. What the public record does confirm is a pattern of industry recognition that speaks to the campaign's craft and strategic coherence.
According to campaignsoftheworld.com, Leo Burnett Israel won Bronze at the Loeries 2019 in the Film category for Online Film above 30 seconds for the Samsung Galaxy Note9 'No Crisis' work. In the same awards cycle, the campaign received a Craft Certificate at the Loeries 2019 for Film Crafts in the Original Music and Sound Design category, also as reported by campaignsoftheworld.com. Separately, according to nyfadvertising.com, Leo Burnett Israel and Samsung Israel received a Second Prize Award at the New York Festivals Advertising Awards in the Film Craft category for Best Original Music.
Two distinct award bodies recognising the same work in overlapping categories — creative film and musical craft — indicates that 'No Crisis' succeeded on multiple production dimensions simultaneously, a structural indicator of a campaign where strategic intent and execution were well aligned. The Clapboard Score for 'No Crisis' is 61 out of 100, reflecting a campaign that demonstrates genuine creative and craft merit while remaining a market-specific execution without the broader cultural footprint that would push the score higher. For a single-market film produced in Israel for a specific product launch window, the award recognition positions this campaign as a competent and distinguished piece of work within its category.
Samsung's 'No Crisis' is a two-minute musical film launched in Israel in September 2018. Created by Leo Burnett Israel and produced by Omri Paz Productions, it promotes the Galaxy Note9 by staging a workplace musical built around the premise that the device's battery and performance eliminate everyday technology crises entirely.
Director Tal Zagreba led the production of 'No Crisis' for Samsung. Zagreba worked with Leo Burnett Israel, Omri Paz Productions, and co-production company Great Guns. He cast Israeli musician Shlomi Shaban as composer and performer and Gal Friedman from comedy ensemble Tziporela in the lead role, according to brandinginasia.com.
Leo Burnett Israel won Bronze at the Loeries 2019 for Film, Online Film above 30 seconds, for the Samsung Galaxy Note9 'No Crisis' campaign. The campaign also received a Craft Certificate at the Loeries 2019 for Film Crafts in Original Music and Sound Design, according to campaignsoftheworld.com.
Leo Burnett Israel and Samsung Israel received a Second Prize Award at the New York Festivals Advertising Awards in the Film Craft category for Best Original Music for 'No Crisis,' according to nyfadvertising.com. This recognition, alongside the Loeries wins, confirms the campaign's strength across both creative and craft dimensions.
Shlomi Shaban is an Israeli musician, rocker, pianist, and songwriter. According to brandinginasia.com, director Tal Zagreba selected Shaban to compose, arrange, and perform the musical number central to 'No Crisis,' lending the Samsung Galaxy Note9 campaign genuine musical credibility rather than a brand-commissioned pastiche.
Samsung's 'No Crisis' campaign receives a Clapboard Score of 61 out of 100. The score reflects the campaign's genuine craft merit — recognised at the Loeries 2019 and New York Festivals — while acknowledging its scope as a single-market Israeli execution without a broader international cultural footprint.
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