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Samsung brilliantly mashes up national anthems for Olympics

Technically Incorrect: A new ad makes one anthem out of many different national anthems. It's remarkably effective, in a "We Are The World" sort of way.

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


It's curiously affecting.

Samsung/YouTube screenshot by Chris Matyszczyk/CNET

Brands are desperate to infiltrate the Olympics Games because they assume everyone will be watching.

Consumer electronics giant Samsung is among the official sponsors of the Rio de Janeiro games, which may not be entirely positive given the unfortunately typical terrorism threats, as well as the spread of the Zika virus and "super bacteria."

But once the money is spent, you have to make the most of it. So on Thursday, Samsung released an ad that enjoys an intelligence of spirit, especially in this completely fractured world.

The simple idea is to string together parts of many of the world's national anthems and make the outcome feel seamless.

There's a twist, though. The people here are singing another country's anthem.

A girl from Australia, for example, sings the national anthem of Botswana. Buddhist monks sing the anthem of Malawi.

The strategy is both clever and poignant. Today, we hear ever more about countries isolating themselves, building walls, deporting people and threatening other countries.

The Olympics, at least in theory, is all about bringing people together to celebrate something essential.

Yes, it's all been bathed in accusations of corruption for a long time. (Will Russia's track and field athletes even be allowed to compete this time, following allegations of mass doping?)

This ad, though, takes ordinary people -- as well as a few Olympians -- and brings them together to suggest: "This nationalistic thing isn't all that, you know."

We're just a relatively primitive species known as humanity, after all.