A campaign for Samsung's safety app begins with a montage of "can do" advertising, but changes its tone to warn against the dangers of driving while tired

Samsung released a smartwatch app to warn sleepy drivers before they doze off, but the novelty is how they're marketing it. In a one-minute video by Cheil Spain, the tech company flips “can do” advertising on its head by letting the viewer know that not even the strongest or fastest can beat sleep.

The video sets up the scene with a series of admirable characters—a cyclist with only an arm and a leg, a basketball player making an impressive slam dunk, people training various in fitness disciplines—along with positive messages, “Determination overcomes any storm. The body obeys unbreakable will.” But then it makes a dramatic change in tone, as the narrator warns darkly, “There is something they can’t do. Not the strongest. Not the fastest. Don’t try to beat me!” Which, of course, means sleep.

The app, called Copiloto, monitors acceleration, time spent on the road and heart rate, among other things, to detect if the driver is about to fall asleep. If that is the case, it sends rapid and frequent vibrations as a warning.

Samsung | Cheil Spain

Samsung released a smartwatch app to warn sleepy drivers before they doze off, but the novelty is how they're marketing it. In a one-minute video by Cheil Spain, the tech company flips “can do” advertising on its head by letting the viewer know that not even the strongest or fastest can beat sleep.

The video sets up the scene with a series of admirable characters—a cyclist with only an arm and a leg, a basketball player making an impressive slam dunk, people training various in fitness disciplines—along with positive messages, “Determination overcomes any storm. The body obeys unbreakable will.” But then it makes a dramatic change in tone, as the narrator warns darkly, “There is something they can’t do. Not the strongest. Not the fastest. Don’t try to beat me!” Which, of course, means sleep.