Samsung’s latest TV spot ‘Join the Flip Side’ aims to entice smartphone users away from their current phone brands of choice and explore Samsung’s innovations.
The campaign promotes the Galaxy Z Flip 4 and intends to challenge the notion of brand loyalty and change the perceptions of smartphone form and design.
Created by Wieden+Kennedy Amsterdam, the spot centres around a woman that becomes enchanted by her friend’s foldable smartphone. Repeating “I’ve always loved my phone” to herself, the character becomes obsessed with objects that fold or close. Eventually however, the loyal phone-brand user gives in and purchases a Galaxy Z Flip 4.
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“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,” Wieden+Kennedy Amsterdam creative directors, Ramona Todoca and Ed Olhagaray, said.
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.”
The campaign will roll out in the US and Europe.
The news comes weeks after a Samsung ad imagined how Renaissance painter Leonardo da Vinci may have used the Galaxy Z Flip4 and Fold4.
3 Comments. Leave new
Samsung is the best phone to use ..it has good features
Currently have a Samsung. Never again its a useless pile of s**t less than a year old and the screen does its own thing – when it’s not falling out. Diabolical build quality. Never Samsung, never ever again Samsung.
Samsung . I watched the new add. U focussing only on the selfie. It’s just not enough a selfie. Becz Iam a regular user. It’s something more. Technology matters