Simon Says: It's Time to Rethink Your Phone Upgrade

New social campaign from Samsung highlights innovative experience on Galaxy smartphones by contrasting with the all-too-familiar competitor upgrade cycle

RIDGEFIELD PARK, N.J., Nov. 13, 2024 /PRNewswire/ -- A new marketing campaign from Samsung Electronics America plays on a familiar childhood game to make a big statement about rethinking your technology choices. By contrasting the monotony of a familiar smartphone upgrade with the latest experiences offered by Samsung technology, it is an uplifting reminder that it's worth stepping out of line to see what's possible when you're willing to think differently. 

The video is the latest in a recent sequence of projects from Samsung encouraging consumers to challenge the status quo of their mobile device ecosystem, from a viral reminder that creativity can't be crushed to a mini faux documentary shining a light on so-called "Geniuses."

Engaging, entertaining, inspiring, thought-provoking — while the tone varies, the message is the same. Samsung is urging consumers to consider possibilities beyond what they've grown to expect from their current mobile device and try something new. Samsung is challenging assumptions with campaigns that grab attention, pique curiosity, and invite the viewer to consider an innovative experience.  

"We believe people have a natural tendency towards open, honest, free expression," said Olga Suvorova, Vice President, Mobile eXperience Marketing at Samsung Electronics America. "As a brand, we adopt an open approach with fewer boundaries and less exclusivity to help all of us go further and achieve more. This approach breaks down barriers, opens possibilities, and enables greater creativity. It's tempting to stick with the familiar and we want to warm people up to the idea that the best mobile experience can come from trying a new device."

The spot was developed in partnership with creative agency BBH USA and was directed by the Rubberband directing duo from creative studio SMUGGLER. 

"By tapping into the playful spirit of 'Simon Says' we're sparking curiosity and inviting people to break out of the predictable cycle to discover something new and more personalized with Samsung," said Estefanio Holtz, ECD at BBH. "This latest campaign shows that when you're willing to reject conformity and look beyond the expected, there's a lot of incredible things out there to explore." 

The social media-focused campaign will run on X, Instagram, and TikTok, with the full video available on Samsung.com and YouTube.

About Samsung Electronics America, Inc.

Headquartered in Ridgefield Park, N.J., Samsung Electronics America, Inc. (SEA) is a leader in mobile technologies, consumer electronics, home appliances and enterprise solutions. The company pushes beyond the limits of today's technology to provide groundbreaking connected experiences across its large portfolio of products and services, including mobile devices, home appliances, home entertainment, 5G networks, and digital displays. As an eleven-time winner of EPA's ENERGY STAR® Partner of the Year Award for Sustained Excellence, SEA is dedicated to making a positive impact on the environment through its eco-conscious products, practices and operations. To learn more and to get involved, visit Samsung.com. For the latest news, visit news.samsung.com/us and follow @SamsungNewsUS. SEA is a wholly owned subsidiary of Samsung Electronics Co., Ltd.

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SOURCE Samsung Electronics America