Fresh competition has brought renewed attention to foldable smartphone technology, and Samsung’s message is simple: experience matters.
With eight generations of Galaxy Z Fold devices behind it, Samsung is launching a new campaign that highlights its history in the category, while making a playful reference to the latest developments in the foldable market.
The creative takes inspiration from the familiar aesthetic of smartphone advertising, featuring striking photography interrupted by a bright line across the screen, alongside the message: “Folding. We know a thing or eight.”
For reference, check out the posts on Instagram and Tik Tok that went live yesterday.
The campaign will appear on a mobile billboard in Toronto and Vancouver today (as well as Montreal over the weekend), bringing Samsung’s perspective on the evolving foldable landscape directly to consumers.
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This entry was posted on October 30, 2026 at 1:44 pm and is filed under Commentary with tags Samsung. You can follow any responses to this entry through the RSS 2.0 feed.
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As foldable competition heats up, Samsung is putting experience front and centre
Fresh competition has brought renewed attention to foldable smartphone technology, and Samsung’s message is simple: experience matters.
With eight generations of Galaxy Z Fold devices behind it, Samsung is launching a new campaign that highlights its history in the category, while making a playful reference to the latest developments in the foldable market.
The creative takes inspiration from the familiar aesthetic of smartphone advertising, featuring striking photography interrupted by a bright line across the screen, alongside the message: “Folding. We know a thing or eight.”
For reference, check out the posts on Instagram and Tik Tok that went live yesterday.
The campaign will appear on a mobile billboard in Toronto and Vancouver today (as well as Montreal over the weekend), bringing Samsung’s perspective on the evolving foldable landscape directly to consumers.
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This entry was posted on October 30, 2026 at 1:44 pm and is filed under Commentary with tags Samsung. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.