Description
Samsung’s “Switchers” campaign teams up with clinical psychologist and psychoanalyst Dr. Orna Guralnik, therapist on Paramount’s “Couples Therapy,” to explore why people can be surprisingly reluctant to switch smartphone brands. Created and produced by LA studio Chromista, the lighthearted series treats the decision to change phones like navigating a complicated relationship.
Across seven films directed by Chromista’s Renny Maslow, familiar faces including Ciara Miller, Dylan Efron, Love Island personalities Carl Schmidt and Aniya Harvey, and football legends Nick Foles and Clay Matthews sit with Dr. Orna in her recognisable therapy-office setting. Each pair works through seemingly trivial but relatable concerns about making the switch.
The films humorously unpack barriers including fear of change, brand loyalty and uncertainty, drawing parallels between relationship anxieties and smartphone choices. The conversations ultimately point to how easy Samsung has made switching to the new Galaxy Z series.
The campaign is supported by data showing that 30% of Galaxy Z Flip8 buyers since launch have switched from a competing smartphone brand. Dr. Orna frames that willingness to explore alternatives as a natural part of curiosity and change, rather than a sign of dissatisfaction or disloyalty.
This professional campaign titled 'Couples Therapy' was published in United States in September, 2026. It was created for the brand: Samsung, by ad agency: Chromista. This Film medium campaign is related to the Electronic Devices industry and contains 7 media assets. It was submitted 9 minutes ago.
