Samsung unveils global campaign for Galaxy S25 Series with BBH Singapore

Samsung has launched a global marketing campaign for its Galaxy S25 Series, created by BBH Singapore. The campaign positions Galaxy AI as an essential companion in users' everyday lives, aiming to reinforce its role as an intuitive and indispensable tool. BBH Singapore's latest campaign builds on the success of its previous work for Samsung's flagship devices, using a dynamic, socially driven approach to highlight the S25 Ultra's AI capabilities.

The campaign includes a hero film launched at Galaxy Unpacked, six feature commercials, and an expansive social content ecosystem designed to engage audiences across multiple platforms, according to a release. A standout feature of the campaign is its "cinematic universe" - a creative approach featuring relatable characters navigating everyday moments made easier by Galaxy AI.

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Whether finding the perfect pet-friendly restaurant or seamlessly sharing information, the campaign illustrates how AI integrates naturally into daily life. The creative execution also employs smart mnemonics to strengthen brand recall across digital, social, TV, and cinema channels.

Sascha Kuntze, chief creative officer at BBH Singapore, emphasised the campaign's consumer-first approach: "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," he added.

Sung Chang, EVP at Samsung Electronics, said: "Working with BBH, 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."

The campaign will roll out globally over the coming weeks, the release stated. MARKETING-INTERACTIVE has requested more information.

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