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Campaign of the Week: Samsung, Join the Flip Side | Contagious

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Smartphone manufacturer Samsung has released a global campaign to promote the launch of its flagship Samsung Galaxy Z Flip 4 phone. The aim of Join the Flip Side is the promote switching to the manufacturer’s range of phones and challenge people who believe they are ‘loyal’ to another brand (implied to be Apple in this case). The signature feature of the Z range is its folding screen capabilities that enables easier portability without compromising on screen size. For the two-minute hero film of the campaign – which was developed by agency Wieden + Kennedy, Amsterdam – the protagonist initially becomes entranced by her friend’s folding phone before instinctively replying ‘I would never switch to Samsung, I love my phone.’ The protagonist then starts to fantasise about the folding feature and sees it everywhere in her daily life (books, sandwiches, toilet lids, scooters, yoga poses and even a square pizza). The humorous ad ends with her trying to fold her current smartphone in half befo

Samsung targets Apple loyalists in flip-phone ad Printed on: 22 July 2026 08:51:39 Copyright: © 2026 Informa Events (Europe) Limited and its related entities (t/a LIONS). All rights reserved. This document is for the personal use of authorized users only and is the property of LIONS. It is protected by copyright and other intellectual property laws. It may not be reproduced, distributed, shared, archived or published in any form without prior written consent from LIONS. Campaign of the Week Samsung targets Apple loyalists in flip-phone ad Smartphone manufacturer dials up the humour to tempt iP

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