Samsung UK has launched its latest marketing campaign, ‘Unmissable Moments’, to celebrate the arrival of the new Galaxy Q7, positioning the foldable smartphone as more than just a piece of technology—it’s a gateway to life’s most cherished experiences.
Created by global creative agency Iris and produced by Merman, the campaign steps away from traditional tech advertising by focusing on emotionally driven stories that highlight how an immersive, foldable screen can enhance meaningful moments in everyday life. Targeting both millennial and generation X audiences, the campaign moves beyond technical specs to showcase why foldable devices are relevant in modern living.
The campaign features two 30-second flagship films. The first, ‘Build Up’, captures the thrill of a group of friends watching a crucial moment in a sports match. The energy builds as viewers assume they’re at a stadium, only for the scene to pull back and reveal the group watching on the unfolded Galaxy Q7, gathered in a remote holiday home. The second film, ‘Memory Lane’, portrays a touching father-daughter moment, where a countryside cycling trip leads to the rediscovery of an old photograph taken in the exact same spot two decades earlier, highlighting the Q7’s role in reliving cherished memories.
Annika Bizon, Vice President of Mobile Experience Product and Marketing at Samsung UK & Ireland, explained the brand’s vision: “The Galaxy Q7 represents a leap forward for foldables, offering a screen built for the moments people value most—whether it’s watching a game live or reconnecting with personal memories. We wanted the campaign to reflect this human, emotive approach.”
Menno Kluin, Global Chief Creative Officer at Iris, emphasized the campaign’s human touch: “Rather than focusing solely on product features, ‘Unmissable Moments’ shows how technology can amplify life’s most emotional experiences, making them bigger and more impactful.”
The films were directed by Zak Emerson and scripted by Matt Woolner and Steve Wioland, the creative team renowned for the award-winning John Lewis ad ‘Always a Woman’. The campaign runs across BVOD (broadcaster video on demand), connected TV (CTV), and social media in the UK, with media planning and buying handled by Starcom.
By centering on relatable, everyday stories, Samsung aims to position the Galaxy Q7 not just as a technological breakthrough, but as a personal companion that enhances life’s most unmissable moments.
