Following the massive success of Galaxy AI’s 2024 debut, this marks BBH Singapore’s second major global campaign for Samsung’s flagship phone. The agency has crafted an expansive, socially-driven Samsung marketing strategy designed to engage users on multiple levels, with a special focus on the S25 Ultra’s groundbreaking AI-driven features.

A Social-First Approach to AI Innovation

BBH’s approach takes the campaign beyond traditional advertising, creating an immersive ecosystem of content that highlights the AI-powered smartphone’s cutting-edge capabilities. A mix of social-first storytelling, engaging Samsung digital marketing content, and traditional media ensures that the Samsung campaign reaches a global audience in a fresh and exciting way.

The campaign includes a hero product film, which made its debut at Galaxy Unpacked, along with six commercials that showcase the most impressive new features. But what truly sets this campaign apart is its Cinematic Universe concept—an interconnected world of relatable characters navigating real-life scenarios where the Samsung Galaxy S25 becomes their ultimate AI-powered companion.

Bringing AI to Life in Everyday Moments

The creative direction focuses on illustrating how Galaxy AI simplifies daily life. Whether it’s effortlessly finding a pet-friendly restaurant or instantly sharing recommendations with friends, the campaign presents practical, real-world applications of Samsung AI technology.

A key element of the storytelling is the use of smart mnemonics—visual and auditory cues that reinforce recognition across multiple channels. The campaign will be rolled out across Social, Digital, TV, and Cinema, ensuring maximum reach and engagement.

A New Era for Galaxy AI

Sascha Kuntze, Chief Creative Officer at BBH Singapore, shared insights into the campaign’s vision: “We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI. Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Samsung AI naturally fits into people’s lives—not just as innovative tech, but as an AI-powered companion.”

Sung Chang, EVP at Samsung Electronics, echoed this sentiment, stating: “Working with BBH Singapore, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”

With this bold and immersive Samsung social campaign, Samsung and BBH Singapore are setting the stage for Galaxy AI to become an essential part of users’ daily routines. As the Samsung Galaxy S25 Series rolls out worldwide, one thing is clear—smartphone innovation isn’t just a feature, it’s a game-changer.

Credits
Client: Samsung Electronics
Agency: BBH Singapore

Unveiling the Ultimate Adventure Companion

The focal point of Samsung’s campaign is a captivating 30-second TV and online film that showcases the Galaxy Watch Ultra as the ultimate companion for adventurers worldwide. With the tagline “Wherever life takes you, make it Ultra,” the film captures an intrepid explorer navigating some of the world’s most challenging terrains. From cycling down treacherous sand dunes to swimming in the vast ocean and scaling snow-capped mountains, the Galaxy Watch Ultra is portrayed as an indispensable tool that empowers seamless performance in both personal and professional endeavors.

A Melodic Touch

Enhancing the emotional resonance of the campaign is the soundtrack, a poignant rendition of Ricky Nelson’s timeless classic, ‘I Will Follow You’. This musical choice complements the spirit of exploration and resilience, underscoring the watch’s role as a steadfast companion on life’s most demanding journeys.

Global Reach and Online Engagement

Scheduled for a global rollout, Samsung’s campaign leverages a comprehensive digital strategy to maximize engagement. Alongside the main film, three additional online segments will be featured across prominent platforms such as YouTube, Instagram, Meta, and X. These segments aim to spotlight the Galaxy Watch Ultra’s standout features, including military-grade durability, exceptional water resistance, and extended battery life.

Engaging Through Social Media

In tandem with the video content, Samsung is engaging audiences on social media with a series of quirky, feature-led videos. These clips provide in-depth insights into the watch’s capabilities through practical, situational demonstrations. This approach not only educates consumers but also reinforces the Galaxy Watch Ultra as a must-have gadget for tech enthusiasts and adventurers alike.

Creative Vision and Collaboration

Commenting on the campaign, Sascha Kuntze, Chief Creative Officer of BBH Singapore, expressed excitement about collaborating with Samsung on another flagship launch. He highlighted the agency’s commitment to amplifying the potential of Galaxy AI through creative storytelling, emphasizing how the campaign embodies innovation and aspiration.

Embrace the Ultra Lifestyle

As Samsung propels the Galaxy Watch Ultra onto the global stage, it invites consumers to embrace a lifestyle where resilience meets sophistication. Whether navigating the great outdoors or thriving in everyday challenges, the Galaxy Watch Ultra promises to be more than just a wearable device—it’s a testament to Samsung’s commitment to pushing boundaries and enhancing everyday experiences.

In conclusion, Samsung’s latest campaign marks a significant milestone in wearable technology, inviting consumers to redefine their limits with the Galaxy Watch Ultra. With its robust features and seamless integration of Galaxy AI, this watch is poised to elevate both adventure and everyday living to unprecedented heights.

For adventurers, tech enthusiasts, and everyone in between, the Galaxy Watch Ultra beckons: embrace the Ultra lifestyle, wherever life takes you.

#GalaxyWatchUltra #SamsungUnpacked #GalaxyWatch7

Credits:
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Director: Sid Lim
Creative Team: Amos Mak, Ishan Venkat, Shumin Leow, Pam Ho, Jiamin Tan, Natalie Tan
Chief Strategy Officer: Chris Chalk
Strategy team: Kyle Duckitt, Felicia Ong, Meili Yeo
Account Management: Jasmine Portman, Claire Wong, Jun Wen Tay, Seraphyn See, Elena Lee, Su Tien Chow
Agency Producer: Wendi Chong, Derri Ng, Shantelle Sim
Director/ Production Co: Sinan Sevinç, Stink London
Producer: Shea Coleman
Editor: Joe Guest
Postproduction: Black Kite Studios
Sound Design: String & Tins
DoP: Kristof Brandl

This article is about:
Galaxy Watch Ultra, Samsung campaign, Wearable, Galaxy AI, BBH Singapore, Digital Engagement, Social Media Strategy, Best Samsung Ads.

To launch new smartphone Samsung Galaxy Note 5 on the Ukrainian market making it the most desirable electronic device.

Idea:

Evolution of the Ukrainian cultural archetypes is boosted with Samsung Galaxy Note 5.

Credits:
Category: Film
Advertised brand: Samsung Galaxy Note 5
Campaign: Evolution is perfect
Advertising Agency: Cheil Ukraine, Kyiv, Ukraine
Agency website: cheil
Creative Director: Vladyslava Denys
Art Director: Eugene Ovchar
Copywriter: Dmytro Zezyulin
Account Director: Kateryna Panich
Advertising supervisors: Iryna Levchenko, Antonina Shkrobot
Studio: Magay Production
Director: Sasha Stekolenko
DOP: Denys Lushchyk
Published: November, 2015