Samsung Uses Monsters and Ghosts to Sell Its Repair Service

Samsung is proving that a quick fix can save even the strangest phone disasters. 

Most Galaxy users don't know its "We Come to You" doorstep repair service exists, and the brand is now running a campaign to change that.

Customers vent online when their devices break down because they don't know repair options exist, let alone that Samsung will come to them.

The tech giant responded by exaggerating these frustrations into genre-driven narratives where the repair service always shows up as the answer.

Working with Crispin and Mise-En-Scene, the brand built a production system that merges live action with AI-generated visuals to bring these scenarios to life.

"This campaign isn’t just about a phone repair," Salman Taufiq, head of marketing at Samsung Electronics of America, said in a press release.

"It’s an assurance that Samsung Care is there for you, wherever 'there' happens to be and when it matters most to you. We Got You."

The work was built as a scalable system, producing more than 250 assets, including four 15-second spots and a wide set of social and programmatic executions.

Monsters, Breakage, and Doorstep Fixes

Each spot places Samsung’s repair support inside a different stylized world, all resolved by the same core service arriving at the user’s location.

One sees a man attempting to take a picture of a sasquatch with his cracked phone, while another attempts to film a ghost with his phone when it starts malfunctioning.

Across all scenarios, Samsung Care delivers on its promise to come to its customers and fix the problem, whatever it may be. 

The spots use generative AI to construct environments around live-action footage.

This creates a modular production pipeline that can expand into new scenarios without rebuilding entire shoots.

Absurdity With a Point

The challenge with campaigns like this is making sure audiences remember the service, not just the story.

Samsung leads with ghosts, sasquatches, and impossible phone accidents because that's what stops a scroll.

However, the stronger the narrative, the easier it is for the service message to get lost behind it, and Samsung knows this.

Every scenario, however absurd, resolves the same way. Samsung shows up at the door.

This repetition is the strategy, keeping the service promise legible no matter how far the creative pushes into genre territory.

Here are some takeaways marketers can pull from Samsung’s approach:

• Anchor absurdity to a repeatable resolution. Outlandish creative only works when the product promise lands just as clearly at the end.
• Design for scale from the start. With 87% of marketers citing video as the highest-performing content format, a system that keeps producing new executions holds a distribution advantage.
• Ground the creative in frustrations audiences already feel. Universal pain points give even the most exaggerated concepts an immediate foothold.

Our Take: Can Weird Scenarios Sell a Repair Service?

Tech repair is a rather mundane service to promote.

People tune out the moment brands start explaining warranties, coverage, or customer support programs.

Samsung worked around this creative problem by building the campaign on ridiculous phone accidents first, before letting you know it's there to solve your problem.

A lot of AI-heavy campaigns end up remembered for their visuals and nothing else.

But Samsung makes the repair offer easy to recall because it chose to take a creative risk, one that we think was well worth taking.

This willingness to go strange carries across the brand's wider marketing, too, as seen in its recent partnership with Thierry Henry to reinforce its 20-year global TV leadership.

Brands introducing new technology often rely on creative partners who can translate technical features into clear, engaging stories.

Explore these top creative agencies to help bring product innovations to life.