Samsung's latest Galaxy spot does two things; it has a lot of fun with the folding mechanism of the Galaxy Z Flip 4, and it gently pokes fun at iPhone users.
The ad, by Wieden and Kennedy Amsterdam, revolves around a young woman who refuses to give up her phone for a Samsung, even after her friend shows off the Galaxy Z Flip 4 and she becomes obsessed by how it folds. She starts to see folding objects everywhere in everyday life, from her sandwich to her yoga class, books to toilet seats (and the spot, playfully directed by Matias and Mathias via Bacon, throws in plenty of such scenes for good measure). Still she insists that she loves her phone, but eventually, plagued by nightmares about folding, she tries to fold her own phone and fails, only then succumbing to the lure of the Samsung Galaxy website.
The campaign is rolling out globally, including in the U.S. and in Europe. As well as the main TV ad, Samsung made a series of five shorter films (below) designed to bring the capabilities of the device’s flexible format to life. They aim to grab the attention of potential switchers by asking "Don’t you wish your phone could?"
The scenarios include phones integrated into scenes of galloping horses in a wild savannah, downward-dog moves at yoga retreat, an intense sit-up workout, and a boy bowing to an expectant theater audience (of other individuals sitting at 90-degree angles).
The push comes at a key time for mobile users, just as Apple announced its new range. The brand wanted to emphasize that, while other brands might announce incremental changes, the Samsung flip phone offers an innovation that's actually tangible.
“Creatively, we’ve embraced the people who proudly say they’d “never switch to Samsung,” making them feel seen and understood on the emotional journey of switching," said Ramona Todoca and Ed Olhagaray, Wieden+Kennedy Amsterdam creative directors, in a joint statement. "Instead of selling them on the latest innovation, we use something that happens in real life to plant the seed of doubt, then watch it grow… and multiply.”