Samsung Doubles Down on Commitment to Foldable Phones

Phone brand reaches out to a 'new generation' with Galaxy ad campaign


Samsung’s unwavering belief in foldable phones is highlighted in its latest global promotion of the Galaxy Z Fold2 and the Galaxy Z Flip 5G models.

The “Flex Your Way” campaign from Ogilvy New York for the Samsung Mobile brand team highlights the various features of the phones. But it’s their ability to fold away that is still front-and-center of the promotion.

Samsung

The campaign is being directed by Henry Schofield from Reset Content. He has also worked on ads for Pepsi, the Red Cross, Gojek and videos for Billie Ellish, Stormzy and Dua Lipa.

Sonia Chang, vp of the global brand marketing group, mobile communications business within Samsung Electronics, said the company is proud to be “pioneers” in “a new era” of mobile.

Seeing it, liking it

The hero films have 15-, 30- and 60-second edits accompanied by Shirley Ellis’ “I See It, I Like It, I Want It.”

“Foldables were born out of a desire to completely reimagine the smartphone, changing the way people watch, work, play, socialize, capture and more on the go,” said Chang in a statement. “This campaign showcases our commitment to foldables and innovation through not just one, but two incredible devices—and we are just getting started.”

The new generation can see how each can flex to elevate their mobile experience in a powerful, freeing and expressive way.

—Marcos Kotlhar, chief creative officer,Ogilvy New York

Marcos Kotlhar, chief creative officer for Ogilvy New York, said the campaign highlights the functionality of the folding phones to “reignite excitement” among users.

Feast your eyes

“From the moment people lay eyes on these foldables, the new generation can see how each can flex to elevate their mobile experience in a powerful, freeing and expressive way,” Kotlhar said in a statement.

The campaign is Ogilvy New York’s latest on foldable phones for Samsung, after having created the “Folded Logo,” “Z Flip launch” and “Farewell Flat” ads since 2019.

Last week, Samsung released another campaign that focused on the creative talent and output from Gen Z that proclaimed, “Awesome is for everyone.”