Creativity - Campaigns
Time to Break Up With Your Phone? Samsung Thinks So
by Ghada Azzi
October 5, 2025
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AdvertisementThe smartphone market is crowded. Every year, brands promise devices that are “faster, smarter, sleeker.” But for many users, each upgrade feels the same. Samsung Electronics MENA has decided to challenge that fatigue with a new regional campaign built around one clear message: #YouDeserveMore.
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The idea plays on a familiar truth: we often hold on to things that no longer work for us. The campaign flips this into a playful breakup story—complete with frustrated lines you’d expect in a failing relationship.
Yet, the partner in question isn’t a person, but a phone. Indeed, the creative flips this into a tongue-in-cheek breakup narrative—complete with frustrated lines like “You never understand me”, “I feel stuck.”—only to reveal the toxic partner in question the very phone.
That’s where the “freedom moment” arrives: let go of your old device and step into Samsung’s foldable world and AI-driven upgrades.
The spotlight falls on the Galaxy Z Flip7 and Z Fold7, promoted for their flexible designs, advanced cameras, and AI-powered tools.
Omar Saheb, Regional VP of Marketing & Online Business at Samsung Electronics MENA, explains: “Switching is freedom—freedom to choose better, and to expect more.”
Samsung Electronics MENA ‘s campaign is a smart attempt to frame switching phones not as a hassle, but as a statement of self-worth.
The rollout covers social platforms with a hero film, short-form content, and influencer collaborations.
More than 30 creators have already joined in, adding humor, breakup one-liners, vignettes and lifestyle moments to the Galaxy switch story.
To ease worries about the switch itself, Samsung highlights its Smart Switch tool, which makes moving contacts, photos, and messages quick and simple.
Launched in early September, the campaign relies on emotional persuasion: stop settling, demand more f rom your device, and upgrade without fear.
By framing a tech upgrade as a breakup, Samsung gives a fresh spin to a market crowded with sameness. The heavy use of influencers, humor, and lifestyle cues shows how MENA campaigns are leaning harder into emotional storytelling rather than specs alone.
