BBH USA’s humour and cultural nous come together to make Samsung Galaxy Z Fold7 shine in a new campaign, The Real Upgrade. Of course influencers, Dylan Efron, one of reality series, The Traitors US season 3 winners, and comedian, podcast host and creator, Jake Shane, help too with their charisma.
The commercials were directed by Brian Billow and produced by O Positive.
Olga Suvorova, chief marketing officer for mobile experience at Samsung US, stated, “At Samsung, we have been on a mission to challenge the status quo and open people up to something new and different. Samsung foldables are in a class of their own. They’re for the bold, creative, innovators who aren’t afraid to go against what’s expected. And we’re reflecting that in our newest campaign that begs the question… Can your phone do that?
“This storytelling is brought to life via the chemistry of our new, innovative, and FUN brand partners, Dylan Efron and Jake Shane, all while perfectly demonstrating Samsung superiority in a light-hearted way. It was important to all of us that we show versus tell consumers what’s possible on the newest Galaxy Z Fold7 and invite them to experience the real upgrade by switching to Samsung.”
Credits:
Creative Agency: BBH USA
Chief Executive Officer: Steven Panariello
Chief Creative Officer: Erica Roberts
Chief Strategy Officer: Samantha Deevy
Chief Marketing Officer: Lindsey Mcnabb
Executive Creative Director: Ricardo Franco
Associate Creative Directors: Adeline Siow & Kenneth Foo
Art Director: Jessica Morford
Copywriter: Xavier Juarez
Executive Producer: Miral Patel
Producer: Alex Hilliard
Account Team: Matthew Duerr, Jean-Luc Ford, Alex Wyatt & Carson Allsteadt
Strategy Team: Kelsey Steele, Dylan Fauss & Tess Mccallum
Program Manager: Loredana Iapozzuto
Business Affairs Manager: Katrina Parker
Media: Publicis Constellation Groupe
Production Company: O Positive
Director: Brian Billow
