Samsung personifies being 'on the fence' between Galaxy and an iPhone
Campaign via Cheil delves into consumers' emotional attachment to their phones
Editor's Pick
Samsung plays on consumer attitudes about picking the right smartphone—choosing between Samsung and its competitor Apple.
The electronics company has created two 30-second commercials, as part of a campaign called “On the Fence.” Both ads feature a potential customer sitting on a literal fence between Apple users and Samsung users trying to decide if he should switch from Apple to Samsung.
“When you pull out your new Galaxy Z Flip4, people are gonna lose it,” says a Samsung user in one ad, titled “Attention.” “They’ll never leave you alone.”
This proves true when even Apple smartphone users begin to curiously swarm the new customer.
Samsung partnered with creative agency Cheil, which has worked on several campaigns highlighting Samsung’s foldable smartphone, the Galaxy Z Flip—first released in 2020. The company also worked with Cheil network agency McKinney on the creative and the spots were directed by Adam & Dave at Arts & Sciences.
“We know that people see their mobile phones as an extension of themselves, and that they become emotionally attached to them, even when they rationally know that there might be something better out there,” said Cheil Dallas CEO Neo Chung. “This campaign aims to reach those consumers who are disenchanted with their current device who are disappointed with the lack of innovation, and convince them to consider something new.”
“On the Fence” is running across connected TV, social media, and digital channels.
Earlier this year, NerdWallet offered up another “On the Fence” premise in its campaign personifying struggles with making financial decisions.
Credits
- Date
- Dec 01, 2022
- Client :
- Samsung
- Agency :
- Cheil
- VP Mobile Marketing :
- Janet Lee
- Senior Director Product Marketing :
- Michael Somers
- Senior Director Creative Services :
- Joo-Mee Song
- Senior Creative Manager :
- Linsey Parks
- Visual Comms Designer :
- Savannah Harper
- Senior Manager Creative Services :
- Chloe Petersen
- Project Manager :
- Lauren Butowsky
- Agency :
- McKinney
- Creative Director :
- Scott Clark
- Associate Creative Director :
- David Butler
- Art Director :
- Hannah Murphy
- Executive Producer :
- Kate Rauber
- Senior Director of Strategy :
- Nancy Najera Morkovsky
- Group Account Director :
- Stephanie Williams
- Account Director :
- David Woodward
- Director :
- Adam & Dave
- Editorial/Finishing :
- Flawless Post
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