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Samsung imagines how Leonardo da Vinci might have used a smartphone


By Amy Houston | Reporter

August 31, 2022 | 4 min read

What do Leonardo da Vinci and a cat have in common? Both feature in Samsung’s latest campaign to promote its foldable smartphones: Galaxy Z Flip4 and Galaxy Z Fold4.


New Samsung ad from Ogilvy New York / Ogilvy

In ‘The Art of Multitasking’ viewers go on a satirical history lesson about how the Italian polymath could have conceived and crafted his Vitruvian Man drawing if he had a smartphone. The ad is set to the upbeat soundtrack Don’t Stop Me Now by Queen.

The second spot, titled ‘Your Crew in Full View,’ sees a feline friend who is intent on taking the best selfie after watching his owners do the same – and of course, his furry friends join in the fun.

“What really sets the Galaxy Z Fold4 and Z Flip4 apart from every other phone on the market is their standout performance with multitasking and a versatile photography experience with FlexCam, respectively,” said Sonia Chang, vice-president of global brand marketing, MX business at Samsung Electronics.

“We knew we needed launch spots for each that exemplifies these remarkable features in a relatable way.”

Both ads were created by the creative team at Ogilvy New York with Caviar Films as the production company.

Carlos Perez, executive creative director at Ogilvy New York, added: “These devices are truly innovative and first-of-their-kind. But we didn’t just want to make demo films. We wanted to make work that could bring some much-needed storytelling and humor into a category that tends to be cold and too product-centric. The new Samsung foldable devices are fun, playful and inspiring, so we wanted the work to reflect that.”

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Samsung: The Art of Multitasking by Ogilvy

By Samsung

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