BBH Singapore says that the work, which will roll out globally over the coming weeks, is its second global campaign as key agency for Samsung's flagship phone, following the success of Galaxy AI's launch in 2024.

BBH says that it created an integrated campaign built for social engagement, developing a vast ecosystem of content centred around S25 Ultra's new features and AI capabilities.

The approach consists of a social campaign that brings the phone's AI technology to life, alongside a product film launched during Galaxy Unpacked and six commercials focused on highlighting the new features, the agency adds.

BBH says that it created a cinematic universe of characters, appearing across channels and platforms in various everyday situations where Samsung Galaxy can help them make the most out of every moment. For example, finding the perfect pet-friendly restaurant and sharing it instantly. The creative also uses smart mnemonics as a deliberate way to strengthen recognition across the campaign, which will run across multiple channels including social, digital, TV and cinema.

"We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI," says Sascha Kuntze, Chief Creative Officer. "Through an audience centric campaign built around genuine everyday insights, we've shown how Galaxy AI naturally fits into people's lives — not just as innovative tech, but as a companion."

Sung Chang, EVP at Samsung Electronics, concludes, "Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before."

For more information, visit www.bbh.com/singapore. You can also follow BBH Singapore on LinkedIn, X, or on Instagram.

*Image courtesy of contributor