Leo Burnett’s Anthony Chelvanathan’s ADC Pick of the Day is Samsung’s ‘Bixby Voice Forever’

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Judging of The One Show and ADC 98th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, The One Club for Creativity is posting a brief “Pick of the Day” video interview, which CB will showcase over the next few weeks of judging. All told, about 150 top creative leaders from around the world will join them for judging in Punta Cana and New York…


“Bixby Voice Forever” certainly hit the right emotional notes with Anthony Chelvanathan, SVP, CD of Leo Burnett Toronto and ADC 98th Annual Awards Advertising judge. With a smile on his face, he selected this campaign as his ADC Pick of the Day.

What if the virtual assistant in your phone and other smart devices had a much more familiar sound? That’s the concept behind “Bixby Voice Forever”, a collaboration between Cheil Worldwide’s Seoul and Gurgaon offices and Samsung Electronics. The campaign tells the story of Tara and her mother, who has been diagnosed with Motor Neuron Disease/ALS, which is slowly stripping away her ability to speak or move. By tapping into Samsung’s Bixby technology, Samsung is able to replicate Tara’s mother’s voice, ensuring they’ll be able to communicate with each other… forever.