On the Fence

Agencies: Cheil McKinney


Samsung has unveiled a bold new social-first campaign, created by Cheil, which aims to capture consumer hesitation and trepidation around switching to a new phone, while seeking to ease those concerns.

The campaign playfully captures the mindset of consumers faced with the choice of picking their next smartphone. It demonstrates that although Samsung is a leader in mobile electronics innovation, people can often be hesitant to try a new phone.

For many consumers, choosing a new phone has become a routine decision, which sees them pick up the latest model of the phone they’ve always had, even when there are other options that could be a better fit for their needs. In this new campaign, Samsung and Cheil have tapped into a variety of consumer mindsets exhibited by those disenchanted by their current phone.

In a series of social-first videos directed by Adam & Dave at Arts & Sciences, “On the Fence” compares the user experiences offered by Samsung and its competitors through the lens of someone discovering a new world of Galaxy innovation and openness. The push showcases the consumer journey and the different mindsets someone may be in – from the initial intrigue that there is something else out there to those looking for validation as they are cautiously curious or conflicted about making the change.

The campaign is running across connected TV, social media and online channels.

This professional campaign titled 'On the Fence' was published in United States in December, 2022. It was created for the brand: Samsung, by ad agencies: Cheil and McKinney. This Content, Digital, and Film media campaign is related to the Electronic Devices and Electronics, Technology industries and contains 2 media assets. It was submitted about 1 year ago by Owner: Julia Conroy of Julia Conroy Limited.


Janet Lee
VP of Mobile Marketing, Samsung Electronics America

Michael Somers
Senior Director of Product Marketing, Samsung Electronics America

Joo-Mee Song
Senior Director of Creative Services, Samsung Electronics America

Linsey Parks
Senior Creative Manager, Samsung Electronics America

Savannah Harper
Visual Comms Designer, Samsung Electronics America

Chloe Petersen
Senior Manager Creative Services, Samsung Electronics America

Lauren Butowsky
Project Manager, Samsung Electronics America

Scott Clark
Creative Director, McKinney

David Butler
Associate Creative Director, McKinney

Hannah Murphy
Art Director, McKinney

Kate Rauber
Executive Producer, CYLNDR

Nancy Najera Morkovsky
Senior Director of Strategy, Cheil

Stephanie Williams
Group Account Director, Cheil

David Woodward
Account Director, Cheil

Adam & Dave
Directors, Arts & Sciences

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