Farewell, Flat: Samsung Goes Bold with Provocative Z Fold2 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.

Stephanie Choi, Senior Vice President and Head of Global Marketing Team of Mobile Communications Business at Samsung Electronics, said: “With Farewell, Flat, we wanted to show our commitment to the future of foldables. This is not a passing fad. Creating something new is hard, but the Z Fold2 will transform how we use our phones. Foldables are here to stay, and Samsung has boldly put the first stake in the ground. We are proud to be leading this exciting new era of mobile and call the world’s trailblazers to lead it with us.”

This new campaign builds on the disruptive nature of Ogilvy New York’s previous foldables work, including the Z Flip launch film, which aired at the Oscars 2020.

Bastien Baumann, Executive Creative Director and Head of Design at Ogilvy New York, said: “Over the past 13 years, smartphones have started to look and feel more and more the same. The Z Fold2 represents the return of the pioneering spirit. To mark this iconic moment in history, we wanted to create a film that not only gets people excited about the launch of the Z Fold2, but also establishes Samsung as the leader of innovation in mobile.” 

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."