Unfold Make or Break Moments with Samsung's 6th Generation Foldables

Samsung’s Galaxy foldable smartphones are all grown up.

Now in their sixth generation, they’ve just received some major enhancements thanks to Galaxy AI, which will work natively across the category-defining Galaxy Z Fold6 and Galaxy Z Flip6 to take all of the things foldables do to even greater heights.

In a new campaign from Ogilvy New York and Ogilvy Canada, 'Unfold Your Moment,' Samsung highlights the make-or-break moments that we face every day, and the Fold and Flip's unmatched ability to help people rise to the occasion quickly and naturally in their moment of truth that industry-standard flat phones never could.

The campaign's series of six 'feature films' dramatise these moments of truths - both mundane and profound - and put the protagonist in the spotlight as if to ask, 'You got this?''

We then see how the foldables’ unique combination of hardware portability and software smarts lets the protagonists smoothly meet the moment. 

For example, Galaxy Z Fold6’s immersively large yet insanely portable screen, supercharged by Galaxy AI, helps a day-dreaming gen z intern miraculously recall meeting minutes that she was supposed to be noting down thanks to 'Note Assist'. In another execution, an out-of-their-depth 'gorpcore' duo is hiking in the woods when the woman asks the man about a bird that flutters by. He’s caught off guard, but uses Circle to Search to visually look up deeper information on Fold’s huge screen, getting both the facts and the girl.

Meanwhile, Galaxy Z Flip6’s compact tripod-like functionality helps a tourist prove her spicy food chops at a local Thai spot, when she’s able to naturally request the hottest thing on the menu as she talks with the server thanks to Flip’s dual screen, 'live translate', much to the amazement of the stunned restaurant. Similarly, Galaxy Z Flip 6’s 'auto frame' camera feature helps a novice break-dancer capture his solo moves as professional onlookers look impressed.

Samsung foldables were designed from the outset for the next generation of consumers, so this campaign is a continuation of that vision - it speaks the language of gen z at every turn and centres on the AI-driven innovations that enable them to live those behaviours and preferences even more seamlessly. 

Francesco Grandi, CCO Ogilvy Canada, added, “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them. They want technology to work better, and almost get out of the way faster. That’s why our work shows how, with Galaxy foldables in-hand or in-pocket, you can get a bit closer to those close to you - if only for a moment.”

'Unfold Your Moment' was directed by Jara Moravec of ProdCo, who used a playful, dynamic aesthetic to mirror the visual language of gen z. The campaign will run globally on digital platforms and TVC in select markets.

The Galaxy Z Fold6 and Galaxy Z Flip6 are available for pre-order today.