Glitch in Reality

Samsung Israel Blurs the Line Between Influence and Reality in New "Mind-Bending" Galaxy S26 Campaign
TEL AVIV — Samsung Israel has unveiled its most ambitious influencer-led campaign to date for the launch of the Galaxy S26 Ultra. Titled "Glitch in Reality," the series features Israel's "A-List" creative elite—pop icon Noa Kirel, music sensation Eden Hasson, and mega-influencers Neta Alchimister and Aline Golan—as they spiral into a comedic, psychedelic state of paranoia triggered by the device’s advanced AI features.

Departing from traditional "lifestyle" tech ads, the campaign—created by Abraham ADV—focuses on the psychological "side effects" of hyper-advanced technology. Each film places a star in a mundane setting that quickly dissolves into a surreal internal monologue as they interact with features like Circle to Search, Privacy Mode, and AI Image Generative Edit.
"We wanted to move past the spec-sheet and dive into the emotional hyperbole of using the S26," says the creative team at Abraham ADV. "When a phone can erase people from your life or search your deepest desires in a circle, you start to as we say in Israel to 'eat movies'—you start losing your grip on what’s real and what’s Samsung."
The Campaign Highlights:
• Noa Kirel questions the authenticity of her "frenemies" after seeing how easily the S26 can fabricate a vacation photo.
• Eden Hasson panics backstage, realizing the AI camera is so good it might require him to re-live his entire childhood—Bar Mitzvah and all—just to match the new quality standard.
• Neta Alchimister discovers that "Circle to Search" is more efficient than her own office staff, leading to a guilt-ridden fever dream of firing her manager.
• Aline Golan experiences the social awkwardness of "Privacy Mode," where the world thinks she’s staring at a dead screen while she's actually deep in the digital void.

The campaign is currently rolling out across social platforms, leveraging the massive combined reach of the "Samsung Team" to redefine how Gen-Z perceives the intersection of mobile tech and daily anxiety.