At first glance, the new Samsung Note 3 commercial featuring a cover of “Royals” by Lorde performed by children is an interesting short film. However, it doesn’t actually make a lot of sense.
The ad features soccer player Lionel Messi as he walks around a dilapidated town with his Samsung Galaxy Note 3 and an accompanying smartwatch. The kids sing the song as they follow him, awed by mysterious man, before he uses the devices to level a building, which is magically replaced by a soccer field. The kids are ecstatic that a piece of their home has been destroyed, because now they get to play soccer.
However, the lyrics to “Royals” seem to speak against over the top materialism, like expensive electronic devices, instead describing to how mundain and normal the lives of younger people are. In an interview with HuffPo, Lorde explained herself, saying, “As one of the few teenage voices in music that isn’t like … Justin Bieber, I didn’t want to glorify that perspective.”
Take a look at the commercial and decide for yourself. Did Samsung completely miss the point when they purchased the rights to using the song in their commercial?