Farewell, flat

Agency: Ogilvy


Samsung continues to bet big on the future of foldables with the brand-new Z Fold2 and a provocative ‘Farewell, flat’ marketing campaign. Set to Otis Redding’s perfect break-up song “I’ve Been Loving You Too Long”, the camera pans through an entire era of flat grey slabs, before ascending a towering smartphone stack where the Galaxy Z Fold2 sits.
As the song crescendos, the Mystic Bronze Z Fold2 unfolds on its one-of-a-kind hinge into a stunning 7.6-inch screen – made possible by folding glass. Moving from iteration to innovation, the unfolding moment represents the dawn of a new day, and concludes with the bold provocation: ‘Farewell, flat.’
Gartner predicts that the foldables category will grow +75% CAGR year-on-year from 2019 to 2025. That’s 30 million foldables by 2023, and Z Fold2 is set to be a turning point from flat to fold. As Samsung boldly teases in the film, ‘As one era ends, the next one unfolds.’

This professional campaign titled 'Farewell, flat' was published in United States in September, 2020. It was created for the brand: Samsung, by ad agency: Ogilvy. This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted almost 4 years ago by Chief Communications Officer: David Ford of Ogilvy.


Advertising Agency: Ogilvy, New York, United States of America


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