Samsung’s Galaxy Z Flip4 is so cool it’s scary in W+K’s teen horror parody

‘Join the Flip Side’ campaign continues with kids at summer camp who fall under the smartphone’s spell

Published On
Jul 07, 2023
A girl holding a phone and looking horrified like she's seen a ghost

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It can be frightening to switch phones, particularly if they exert a Medusa-like allure that turns innocent summer-camping teens into hypnotized zombies.

Speaking of which, Samsung partnered with agency Wieden+Kennedy Amsterdam to produce a two-minute horror-style commercial highlighting the Samsung Galaxy Z Flip4. The spot was directed by Matias & Mathias, who have also helmed commercials for Irish Spring and Old Spice.

The spot starts with five friends at a summer camp sitting by a lake, gossiping about Samsung's newest flip phone. Rumor has it the Samsung Galaxy Z Flip4 has alluring powers—if you look at it just once, you will get "stuck inside your mind," and the only way to stop it is to switch to the Galaxy Z Flip4.


Never intending to switch phones, the five friends frantically try to escape the camp without taking a glimpse at the phone—which seems practically impossible because almost everyone owns it at the camp. Inevitably unable to resist, the friends fall victim to the phone's magical powers and join the flip side.

“In all our work with Samsung, we always want to make our audience feel seen, first and foremost,” Edouard Olhagaray and Ramona Todoca, creative directors at W+K Amsterdam, said in a statement. “People think they’d never ditch their current phone, but it’s not out of love. It’s just habit. Or, for most of us, it’s the fear of switching. It was really fun to dramatize that insight through a horror movie parody. The truth is there’s nothing to be afraid of.”

The campaign, themed “Join the Flip Side,” began with a first spot last September in which a woman was similarly enthralled by the device—and began seeing other objects “flipping” open in her daily life.

In addition to the 120-second longform, the new spot will have 60-, 30- and 15-second edits that will air worldwide.


Jul 07, 2023
Client :
Agency :
Wieden & Kennedy-Amsterdam
Director Global Brand Marketing Group :
YongWoo Kim
Integrated Marketing Communications Manager :
Nooree Hur
Manager Global Brand Marketing Group :
Jisu Goh
President :
Blake Harrop
Chief Creative Officer :
Eric Quennoy
Chief Creative Officer :
Mark Bernath
Creative Director :
Ramona Todoca
Creative Director :
Edouard Olhagaray
Art Director :
Kristen Walters
Copywriter :
Andrew Duncan
Copywriter :
Ane Santiago Quintas
Head of Production :
Jaime Tan
Executive Producer :
Anna Harkness
Producer :
Tom Dean
Associate Producer :
Charlotte Igharo
Planning Director :
Thom Dinsdale
Head of Comms Planning :
Elsa Stahura
Comms Planning Director :
Akua Harris
Comms Planner :
Aarzoo Singh
Head of Account Management & Group Account Director :
Eleanor Thodey
Account Director :
Raquel Castro
Account Manager :
Katie Longson
Account Executive :
Allie Bottinelli
Business Affairs :
Akvilina Jaskunaite
Production Company :
Director :
Matias & Mathias
Director of Photography :
Andreas Bjørseth
Line Producer :
Audun Lyngholm Wittenberg
Production Manager :
Nicholas Perry
Executive Producer :
Samuel Cantor
Production Designer :
Laura Sabat
Costume Designer :
Jane Marshall Whittaker
Service Company :
Tickle Film
Service Producer :
Romina Tedoldi
1st AD :
Robert Diment
Editing Company :
White House Post
Editor :
Ben Canny
Audio Post :
Sound Designer/Mixer :
Giselle Hall
Sound Producer :
Olivia Ray
Sound Producer :
Aishah Amodu
Music Supervisor :
Steph Grace-Summers
Music Company :
Friday Music
Flame :
Paul Wilmot
Producer :
Alizée Levrino
Colorist :
Julien Alary
Producer :
Eli Sandal
Art Director :
Juliana Miguéis
Copywriter :
Jowi Kemper
Producer :
Nili Zadok
Producer :
Katarina Pepichova
Producer :
Jaime Siordia
Studio Director :
Lizzie Murray
Designer :
Shen Hou
3D Illustrator :
Kaye Cao
Motion Designer :
Sohyeon Nam
Motion Designer :
Serhii Serbin
Motion Designer :
Stelios Nikolaou
Production Company :
The Mill
Executive Producer :
Thomas Cole
Senior Producer :
Rose Harding
Creative Director :
Ricky Weissman

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