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Samsung brilliantly evokes a country's first-ever Olympics

Technically Incorrect: South Sudan has never been to the Olympics before. A new ad, featuring 19-year-old 400-meter-runner Margret Rumat Rumat Hassan, shows what that means.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


A nation dreams.

Samsung; YouTube screenshot by Chris Matyszczyk/CNET

When I think of this year's Olympics, a few things come to mind.

The Zika virus, pollution in the waters where competitors will row, Russia being banned from track and field, and a general air of disorganization.

Some people don't care about that. They care, for example, that this is the first-ever Olympics to which they'll send competitors.

South Sudan is one of those countries. And Samsung has created an ad that shows just what it means not to one individual athlete, but to a whole nation.


South Sudan gained its independence from Sudan in 2011. It's sending 19-year-old 400-meter-runner Margret Rumat Rumat Hassan.

In this ad, we see Hassan with the support of her whole nation ringing in her ears.

True, there's a little slightly awkward product placement in here -- Hussein inserts her Samsung Gear IconX cord-free earbuds into her ears.

This is either to drown out the crowd noise or to amplify it into her being.

It's a shame Samsung felt the need to offer a line at the end about how fine these earbuds are.

It would have defied barriers if the company had just left the story without its insistence that these are "truly cord-free earbuds that won't hold you back."

However, this slip is slightly redeemed by a very nice thought: Do What You Can't.

While we have to watch interminable soap-opera tales of athletes whose stories have been gussied up for prime-time TV, some nations will just be glad to be there.

And their athletes know that likely the whole population will be watching.