SAMSUNG / SIMON SAYS

It’s more than likely you’re looking at our website on an Apple device. And Samsung, sadly for them, are less than likely to ever change that.

We realised Samsung doesn't really make devices for everyday people. They flip. They fold. They come with pens. They have night vision and loads of AI. Samsung makes phones for weirdos. Stunning, spectacular, inspired weirdos.

And that’s exactly* what we told them, and it won BBH USA their American business. The idea rolls out across the market in 2025, and below is its first film, all about incredible outsiders who aren’t playing Apple’s game anymore.

*We softened the ‘calling their customers weirdos’ thing.