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Samsung has just released a new ad for its foldable smartphones. Featuring the Galaxy Z Fold 5 and Galaxy Z Flip 5, the ad landed around the same time Apple announced the iPhone 15. While the Korean firm wouldn’t admit it, it’s certainly another dig at the Cupertino giant, which doesn’t have a foldable iPhone.
The latest Samsung ad touts the Galaxy Z Flip 5 and Galaxy Z Fold 5 as foldables for all emotions. “Fold your phone, unfold your feelings,” the company says. The 35-second video shows people using the duo to express feelings in various ways. From flipping the phone to snooze the morning alarm and expressing the excitement of landing a job to the frustration of until work calls and much more.
“Join the flip side,” Samsung tells everyone at the end of the video. This is the tagline the company has used for its 2023 foldables. While it does seem a fairly straightforward ad promoting the Galaxy Z Fold 5 and Galaxy Z Flip 5, we know what the Korean firm is doing here. It isn’t a coincidence that the video landed on YouTube just when the iPhone 15 series went official.
Samsung is trying to remind the world that it makes foldable smartphones that unlock a whole new type of smartphone experience. The latest models bring a handful of improvements over their predecessors, with the Flip series getting a much bigger cover display. The Korean firm wants to bring the foldables to people’s attention again and steal some thunder from the iPhone 15, which has been the talk of the tech town lately.
Samsung has taken digs at Apple on numerous occasions in the past
The new foldable ad from Samsung doesn’t make any obvious reference to Apple, and that’s surprising. The Korean firm has been notorious for such ads in the past, directly targeting the iPhone maker on numerous occasions. One such video came during the FIFA World Cup 2022. It featured a sea of Flip-series foldables participating in what’s commonly known as a “Mexican wave.” Since iPhones can’t fold, they look dejected in the stands.
Before that, Samsung launched an ad campaign targeting Apple for the lack of innovation in its products. “What the Flip, Apple?” the company said in a tweet (still called tweets back then). It followed up by saying that Samsung has been “flexing for two years, five months, and 20 days,” which is a reference to its first Flip-series foldable. These are just a few examples. Surprisingly, the company refrained from another such attack on Apple this year. Or maybe it’s still to come, we shall find out soon.