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By Amy Houston | Senior Reporter

September 29, 2021 | 2 min read

The noughties certainly left their mark on popular culture and, in a new campaign, Samsung is tapping into one of the decade’s most recognizable items: the flip phone.

The new spot, titled ’Flip, Fold, Snap, Clack’, plays on the idea that souped-up flip phones with attitude are poised for a comeback and features American pop sensation and social media star Todrick Hall. Developed by creative agency McKinney, the video promotes the newly released Samsung Galaxy Z Flip3 and brilliantly captures the ’clack’ attitude that comes with flipping it shut.


Shot by acclaimed director Hannah Lux Davis, who has previously worked with Ariana Grande and Drake, the film brings the phone to life in a colorful camp way and features a parody of Hall’s viral song Nails, Hair, Hips, Heels that will be sure to ring in your ears for days.

The American Idol star sings ”my phone can do crunches” in a sassy choreographed routine infused with candy-colored glitter backdrops and a group of dancers all holding Samsung’s latest device.


Looking for opportunities to flip the script in order to connect with audiences, the team behind the creative strategically showcased the new capabilities of the phone, along with the unique trend-setting experiences it enables.

A national 360° campaign launched this month and will be amplified across digital, social, influencer, out-of-home (OOH), digital-out-of-home (DOOH) in New York’s Times Square and cinema channels.

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