Samsung Launches Switchers Campaign With 3 Celebrity Pairs to Ease Phone-Switching Fears
Updated
Updated · Adweek · Sep 16
Samsung Launches Switchers Campaign With 3 Celebrity Pairs to Ease Phone-Switching Fears
3 articles · Updated · Adweek · Sep 16
Summary
Samsung’s new “Switchers” campaign puts Couples Therapy’s Dr. Orna Guralnik on screen with three celebrity pairs to tackle consumers’ anxiety about changing phone brands.
The ads frame switching as an emotional hurdle—fear of change and brand loyalty—rather than a technical one, with Guralnik counseling participants through those concerns.
The push supports Samsung’s Galaxy Z and S series, using branded spots and social content to make moving to a new device feel less daunting.
The broader goal is to win users from rival ecosystems, especially Apple’s, by normalizing the idea that leaving a familiar phone brand can be a relationship-style decision.