Farewell, flat

Agency Network: 
September 2020


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.’

Film advertisement created by Ogilvy, United States for Samsung, within the category: Electronics, Technology.

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