Samsung personifies being 'on the fence' between Galaxy and an iPhone

Campaign via Cheil delves into consumers' emotional attachment to their phones

Published On
Dec 01, 2022

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. 


Dec 01, 2022
Client :
Agency :
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 :
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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