Samsung flips people's thinking

Samsung has launched a new global campaign, Join The Flip Side, which emphasises the point that once consumers see innovation that challenges the limits of the smartphone category, they can’t unsee it.

Created by Wieden+Kennedy Amsterdam and directed by Matias & Mathias through Bacon, the near two-minute spot aims to encourage consumers to switch from competitors who sell them virtually the same phones every year to Samsung's innovative flip phone range.

The campaign, which features a hero spot and a series of shorter, social executions, plays with people's desire to keep up with the advancements  in technology while also being afraid to take a leap into the unknown. The hero film centres around, Elena, isa everyday smartphone user, who becomes mesmerised by the movement of her friend’s brand new Samsung Galaxy Z Flip 4. 

As she desperately tries to put it out of her mind, determined not to switch from her existing device, everything appears to take on the Flip’s unique form as the world folds around her. The more she resists, the more extreme these visual reminders become, before finally she surrenders to the inevitable.

“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," say Ramona Todoca and Ed Olhagaray, Wieden+Kennedy Amsterdam Creative Directors. "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.”