Samsung Turns Foldable Tech Into Comedy in New Galaxy Z Fold7 Campaign

Quick listen: Samsung’s comedy-driven Galaxy Z Fold7 campaign explained — in under 2 minutes.

Samsung is highlighting smartphone upgrades and giving them a comedic twist with its newest campaign for the Galaxy Z Fold7.

The tech giant has teamed up with BBH USA to launch "The Real Upgrade," a series of playful spots starring "Traitors" winner Dylan Efron and comedian Jake Shane.

The ads tap into Jake’s humor and Dylan’s charisma to spotlight the foldable’s dual screen and Gemini AI features in ways that many influencers and regular users can relate to. 

Samsung US CMO for Mobile Experience, Olga Suvorova, said the campaign is a reflection of the brand’s challenger mindset.

"Samsung foldables are in a class of their own. They’re for the bold, creative, innovators who aren’t afraid to go against what’s expected,” she said.

"It was important to all of us that we show versus tell consumers what’s possible on the newest Galaxy Z Fold7 and invite them to experience the real upgrade by switching to Samsung."

The ads, produced by O Positive and directed by Brian Billow, come as part of Samsung’s latest push that harps on comedy to break through the smartphone category. 

Overall, the lighthearted spots demonstrate its products through the lens of influencer-driven entertainment — a formula increasingly popular among smartphone brands.

Smartphone Specs Made Entertaining

The hero spot titled "No shirt? No problem" kicks off with Dylan's agent asking for a headshot of him wearing a shirt. 

"Talk about off-brand," Jake hilariously quips. 

Jake suddenly whips out his phone and starts taking pictures of Dylan, attempting to make him look like he's wearing a top through different objects and angles, but to no avail. 

Dylan then brings out his Galaxy Fold 7 and begins drawing a shirt over his topless body.

And like magic, the phone's AI tools alter his image, giving him a nice, red button-down. 

"Can your phone do that?" the screen reads, as the spot ends. 

Beyond the ads, Samsung has also reached out to influencers to extend the campaign across social media platforms. 

This ensures the device’s AI functions and foldable features stay visible beyond the initial launch.

Ultimately, pairing a comedian and a lifestyle personality allows Samsung to lean into a collab approach that feels both entertaining and strategic.

Not only that, it makes you feel like the Z Fold7 is a huge lifestyle upgrade for those who see themselves as early adopters.

Our Take: Can Tech Ads Be Funny?

Samsung leaned into comedy, and it works. 

The spots are quick, silly, and still manage to show off the phone’s best tricks.

To me, it's a combination that feels refreshing in a category that usually talks at people instead of entertaining them. 

This isn't even Samsung's first attempt at breaking the norm, having previously launched an ad series starring Doechii to highlight the same phone and the creativity you can achieve with it.

If the tech brand goes on with its stylistic and narrative-driven approach, I see it continuing its reign as one of the top global tech brands dominating the smartphone industry for years to come.  

In other news, Google teamed with Steph Curry on a campaign that shows how AI can help athletes train smarter.