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Mark Bernath
Mark Bernath
Executive Creative Director at Wieden & Kennedy
Amsterdam, Netherlands
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TitleJoin the flip side: Season 2
Agency
Campaign Join the flip side II
Advertiser Samsung
Brand Samsung Galaxy
Date of First Broadcast/Publication 2023 / 7
Business Sector Mobile Telephones & tablets
Story The spot opens on five friends hanging out at a lakeside camp. One of them tells the tale of the Samsung Galaxy Z Series: “once you see it, you must have it”. Initially dismissive, the others notice a guy pulling out his Galaxy Z Flip4 and, in true horror style, one by one they fall under its power.
Philosophy Switching phone brands is not that scary, we promise. A new campaign by Wieden+Kennedy Amsterdam for Samsung Galaxy riffs on classic teen horror to show people that giving in to their fascination with innovation is nothing to be afraid of. Come join the flip side...

The campaign was inspired by the well-documented social phenomenon that people often move with the crowd in fear of being the first to try something new. Samsung wants to show that if you take the step to go beyond that fear you might discover something that better fits your needs.
And the Samsung Galaxy Z Series is worth taking the leap. With its innovative foldable design, it’s easy to use, easy to pocket and perfect for taking group shots or watching video hands-free. So why deny yourself a real innovation?

Wieden+Kennedy Amsterdam and Samsung have a long-standing partnership creating inspiring campaigns with global reach. This campaign builds on the success of the award-winning Join the flip side film (2022) which imagined the Samsung Galaxy Z Flip4 as the object of obsession in a psychological thriller.

The new Samsung Join the flip side campaign launches globally today (07 July). As well as the 120-second long form, there will also be 60-second, 30-second, 15-second and 6-second edits.
Media Type Branded Content
Length
Market Norway, United Kingdom, Spain
Audio Post Production
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