Samsung has unveiled its latest campaign for the Galaxy Z Fold7, produced by O Positive and directed by Brian Billow in collaboration with BBH USA. Titled “The Real Upgrade,” the series of playful ads blends comedy, influencer culture, and cutting-edge tech to highlight the foldable phone’s dual-screen and AI-powered features.
The campaign stars Traitors winner Dylan Efron alongside comedian and creator Jake Shane. Together, they bring a mix of charisma and wit to showcase the device’s standout innovations. In one spot, Jake humorously envies Dylan’s phone, while in another, he uses the Z Fold7’s Gemini AI drawing function to cheekily “add” a shirt to Dylan, who is constantly shirtless. The ads highlight not only the Fold7’s practicality but also its creative potential.
Olga Suvorova, CMO for Mobile Experience at Samsung US, said the campaign reflects the brand’s mission to “challenge the status quo” and appeal to bold, creative users. “Samsung foldables are in a class of their own. They’re for innovators who aren’t afraid to go against what’s expected,” she explained. The lighthearted storytelling, built around the chemistry between Efron and Shane, underscores Samsung’s push to show—rather than simply tell—what makes the Galaxy Z Fold7 a genuine upgrade.
By mixing humor with relatable influencer personalities, Samsung positions its foldable device as more than a phone: it’s a statement for those seeking creativity, flexibility, and a touch of fun in their digital experience.
