Samsung says there’s an AI companion for every scenario

Move over Chat GPT and DeepSeek; Samsung claims that with the launch of its new flagship Galaxy S25 Series, “a true AI companion has arrived”.

The global launch campaign from BBH Singapore tracks the lives of a recurring cast of characters using the Galaxy S25’s AI-powered capabilities as tools to work, play, and plan their lives—whether it be finding a pet-friendly restaurant, help with lessons, or following the match schedule for a favourite sporting team.

Created with social engagement as a focus, the campaign centres around a near six-minute-long hero film, with narrative arcs that can be spliced into more modest-sized shorts for social platforms. The campaign is set to run across social, digital, TV, and cinema.

Commenting on the creative approach, Sascha Kuntze, chief creative officer at BBH Singapore said, “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 Galaxy AI naturally fits into people's lives—not just as innovative tech, but as a companion.”

Samsung Electronics VP Sung Chang added, “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.”

AI was the focus of BBH Singapore’s campaign for the Samsung Galaxy S24 as well, with spots dedicated to areas like travel and health.  

Campaign’s take: Taken in all at once, Samsung’s Galaxy 25 film can seem like too much of a good thing. There are only so many AI-powered enhancements that can be absorbed at one go; only so many real-world applications of features that a lot of us will be too lazy or preoccupied to deploy before our eyes start to glaze over a little. But then, we doubt any actual consumers will slog through the film in its entirety. In bite-sized chunks evenly spaced out, the commercials make a lot more sense and are about as appealing as a souped-up product demo can possibly be.

CREDITS

Client: Samsung Electronics
Agency: BBH Singapore
Chief creative officer: Sascha Kuntze
Creative director: Charlene Chua, Gustavo Bonzanini, Michael Chin, Chin Wei Hao
Associate head of art: Sid Lim
Associate creative director: Robert Nelk, Mark Peeters
Senior art director: Grace Wong, Koon Hoong Muk
Senior copywriter: Ishan Venkat
Art director: Sixin Wu, Eunice Tan
Copywriter: Enkania Lee, Gwendolyn Lee
Junior art director: Jia Min Tan, Jonathan Chen
Content creator: Gerard Koh
Managing director: Sid Tuli
Head of growth: Siying Goh
Business director: Gabrielle Munro, Abbas Zafar, Jasmine Portman
Project director: Sheryl Chua
Senior account director: Claire Wong
Account director: Valerie Ho
Associate account director: Sabrina Ang
Account manager: Angel Fadila
Senior account executive: Stephanie Toh
Account executive: Pei Xuan Soh, Rowena Ng, Claudia Tan
Head of production: Wendi Chong
Executive producer: Derri Ng
Producer: Cheryl Tiah
Chief strategy officer: Chris Chalk
Head of cultural strategy: Kyle Duckitt
Senior strategist: Felicia Ong
Strategist: Meili Yeo
Junior strategist: Gershayne Phua
Social specialist: Kristal Lee, Su Tien Chow

Feature Films:
ProdCo.
Habitant Mexico
The Assembly Rooms
Pang Wei Fong
Black Kite
The Mill Seoul
String and Tins