Samsung’s multicultural patriotism

The brand's new Olympic spot encourages Canadians to celebrate the country in all its diversity.

The Olympics are all about international friendship (after ruthlessly competing under your own flag), and Canadian brands have been big on internalizing that message and reflecting Canada’s multiculturalism back as a source of national pride.

Samsung is the latest. After a global ad showing people from one country singing another country’s anthem, Samsung Canada has a spot celebrating Canadian diversity, with the tagline “It takes connection.” Still call soccer “football”? K-pop is your favourite music? Your friends all speak Portuguese? The point is celebrating “all that we are,” the spot says, and coming together for the Canadian national anthem.