2 days ago
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ARTICLE AD BOX
It’s time to have the talk, folks. And no, we’re not referring to the birds and the bees. We’re talking about making the switch.
Samsung has launched a new campaign called “Switchers,” which offers a safe space for its smartphone-using subjects to converse about the fears that keep them from ditching phone brand loyalty to switch to a Samsung device. That safe space in the campaign is the couch of Orna Guralnik, PsyD, the clinical psychologist at the center of the Showtime hit Couples Therapy. In the campaign spots, she sits with good friends and couples, including Love Island alum Aniya Harvey and Carl Schmidt, as well as friends and The Traitors stars Ciara Miller and Dylan Efron, as well as former NFL stars Nick Foles and Clay Matthews, as they dish about the resistance to change.
What the ads do best in their most comical and colorful way is point out that familiarity with a phone doesn’t mean it’s compatible with your life. And as Samsung has recently released its new foldable Galaxy Z series lineup with the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and the Galaxy Z Flip8, it’s the perfect time to start considering making a leap.
“I think it’s important to have the conversation because of the fact that it’s overdue,” says Keena Grigsby, Chief Marketing Officer, Vice President for U.S. Samsung Mobile Experience, a Hampton University graduate. “I think that you feel like it’s a very serious choice. And when we look at our phones, it’s like a relationship. It’s very personal. It’s very intimate. And so when you think about changing, there are all these questions that come up, right? ‘What’s going to happen to my photos? What’s going to happen to my contacts? Am I going to be that person, for example, who gets laughed at in the message group? And so it was important to have a little bit of humor in this campaign, but also relatability.
“I think it’s time that we push through the barriers but also offer that natural support of like, hey, we get it, because it’s a big decision,” she continued. “But you’re going to be ok, because I promise you that this device is incredible. And you have three choices, not just one!”
I was given the opportunity to spend some time with one of Samsung’s newest offerings, the Z Fold 8. I learned rather quickly why this phone and its two flip cousins were at the center of this Switchers campaign. I tested it at the US Open Women’s Final on Saturday, Sept. 12, on behalf of Samsung. I captured the finalists, Elena Rybakina and Aryna Sabalenka, in motion as they served and dived for the tennis ball. I captured images of my industry peers in their element, and grabbed video of the iconic Arthur Ashe Stadium, filled to the brim and including a who’s who of stars. The images were crystal clear. Also appreciated was the size of the phone when opened, making it perfect to edit content, to review important files and designs for work, and to catch up on videos on YouTube. I also got to see how simple the Simple Switch feature makes it to move your most precious items from one phone to the next.
“It’s easy to switch,” Grigsby notes. “The brand has its Smart Switch function that makes it easy to move over all your apps, contacts, and more without the struggles that there have been in the past to move from one brand of phone to another. All these things make it incredibly easy, because we promise once you come over here, you’re not going to want to leave.”
If you’re interested in considering the big switch or need some more convincing, check out the campaign, now live, as well as the new Galaxy Z foldable lineup, available now.
Samsung
English (US) ·