‘Emily in Paris’ characters pitch Samsung’s Galaxy Z foldable phones in new spot

Luc and Julien advocate for Samsung’s Fold5 and Flip5, respectively, in the new French-accented campaign

Published On
Nov 06, 2023
Two people holding Samsung Galaxy Flip phones.

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Samsung has made tech headlines in recent years with its flexible touchscreen smartphones, and now it’s pitting its newest foldable Galaxy Z devices against each other, with the battle being personified by two “Emily in Paris” characters in a new short film titled “Ze Choice” (pro tip: read it aloud with a French accent).

In the first-person video, developed by Ogilvy, characters Luc and Julien welcome a “new employee”—the viewer—to the City of Lights, even name-checking Agence Grateau, the fictitious ad agency featured in the show. But as the film progresses, the men get less and less subtle about their preferences for the Galaxy Z Fold5 and Flip5 and the personas they exemplify, respectively.

Walking along the Seine, suave Luc informs the new hire that Parisians appreciate “the grand things in life—films on big screens,” simultaneously unfolding his Fold5 to show a high-definition video that’s twice as wide as on a traditional smartphone screen. Conversely, fashionable Julien advocates for a “cool and chic” attitude à la the Flip5 while snapping a uniquely hands-free selfie.

In the end, they leave it up to the viewer to decide which is best.


Consumers have often failed to fully grasp the difference between the Fold5 and Flip5 phones, said Mohamed Diaa, group creative director at Ogilvy, but the brand positioning of the devices has historically been geared towards two distinct lifestyles. “The way Samsung likes to describe it is, they’re very different personalities,” he said.

Seizing on the tech company’s close relationship with Netflix, the agency settled on Luc and Julien as the perfect embodiment of those contrasting appeals.

“I think just having the dynamic duo trying to convince you as a consumer, as a fan, ‘This is the way to go,’ ‘No, this is the way to go’—that was just a way for us to talk to everybody,” Diaa said, adding that the campaign’s first-person POV was “intentional” to eliminate any perceived gender, age or other demographic-limiting factors.

The Fold5 and Flip5 foldables were initially unveiled in July. The new campaign was created in close collaboration with Netflix and the “Emily in Paris” crew, including set and costume designers from the show, Diaa said, to ensure its visuals stayed true to the series.

The marquee film, as well as 15-second cuts, will be running across digital and social media, along with five social videos, dropping this week, that follow Luc and Julien through their day-to-day professional lives at Agence Grateau.

A pair of holiday-themed spots starring the characters, who are played by French actors Bruno Gouery and Samuel Arnold, respectively, are also planned for the coming weeks.


Nov 06, 2023
Client :
Agency :
Ogilvy-New York
VP Brand Marketing :
Sonia Chang
Senior Director Brand Marketing :
Luciana Kim
Head of Strategic Launch Experience & Partnership Marketing :
Mary Kay Lee
Brand Marketing :
Jennifer Kim
Brand Marketing :
Sophia Han
President :
Darla Price
Chief Operating Officer :
Carina De Blois
Chris Beresford-Hill
Head of Strategy :
Lynette Wong
Chief Creative Officer :
Menno Kluin
Group Creative Director :
Mohammed Diaa
Associate Creative Director - Copy :
Amanda Kim
Associate Creative Director Art :
Alice McCarthy
Junior Copywriter :
Megan Van Dusen
Junior Art Director :
Yuri Suh
Designer :
Nel Sparkman
Designer :
Julian Ham
Global Client Lead :
Olivier Sentucq
Executive Group Director :
Preston Wallis
Executive Group Director :
Joe Misiewicz
Account Supervisor :
Meghan Faulkner
Account Executive :
Effie Anayiotos
Head of Production :
George Sholley
Head of Production :
Jessica Nugent
Executive Producer :
Dan Blaney
Senior Producer :
Regan Wallace
Executive Director of Licensing :
Gloria Graham Hall
Director of Business Affairs :
Heather Weissman
Associate Production Business Affairs :
Emily Baumeister
Art Buyer :
Maryellen McGrath
Consulting Partner :
Jonathan Deves
Global Consulting Director :
Peter Dailey
Senior Director Social :
Adam Phillips
Associate Director Social :
Kayla Bressi
Senior Vice President Creative Communications :
Kappie Kopp
Location :
Hotel Particulier
Director :
Cyril Guyot
CEO/Founder :
Renaud Jaget
Line Producer :
Fredrick Bodeau
Editorial :
Editor :
Lawrence Young
Head of Production :
Anna Lai
Head of Production :
Luiza Naritomi
Post Producer :
Jasmine Henry
Blacksmith VFX
Executive Producer :
Will Mok
VFX Supervisor :
Rodolfo Pereira
Music Supervision :

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