Samsung gives Spider-Man a phone worthy of a superhero

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Samsung has unveiled the next chapter of its collaboration with Sony Pictures' Spider-Man: Brand New Day, releasing a new cinematic campaign starring actor Jacob Batalon while naming him its newest Team Galaxy ambassador.

Directed by Emmy-nominated filmmaker and Marvel alumnus Kasra Farahani, the creative follows Spider-Man as he battles crime while putting Samsung Galaxy devices through the rigours of superhero life. Set in Peter Parker's apartment, the spot blends original storytelling with footage from the upcoming film, which premieres in cinemas on 31 July.

The campaign also sees Batalon reprise his role as Ned Leeds, who uses the fictional 'Spidey Tracker' to follow Spider-Man's movements throughout the teaser. Fans can also spot several hidden Easter eggs woven into the creative.

Don't miss: Samsung is letting fans track Spider-Man in real time

According to Samsung, the campaign is designed to naturally integrate its latest Galaxy foldables into the Spider-Man universe while building anticipation ahead of Samsung Galaxy Unpacked on 22 July, where the story will continue.

Keena Grigsby, chief marketing officer and vice president of mobile experience at Samsung Electronics America, said the partnership reflects the shared values between the two brands.

"Spider-Man has always represented ingenuity, resilience, and seeing possibilities where others don't. That made the partnership with Sony Pictures a natural fit for Samsung Galaxy, a brand built around innovation that helps people do more every day," she said.

"The most successful partnerships create stories fans genuinely want to experience, with technology integrated in ways that feel natural to the characters and stories they love. This collaboration gave us the opportunity to create an exclusive brand film for fans that brings Galaxy foldables naturally into Spider-Man's world through an original story, showcasing our innovation in a way that feels authentic while complementing the excitement of the upcoming film," she added.

Meanwhile, Batalon said that the Galaxy Z Folds is a perfect match for Ned and the creation of the 'Spidey Tracker'.

Batalon officially joins Team Galaxy as part of the latest campaign.

"The Galaxy Z Fold is a perfect match for Ned and the creation of the 'Spidey Tracker'," said Batalon. "Getting to use the Fold7 and Galaxy Watch on set was a cool experience, and I'm excited to officially join Team Galaxy as a natural extension beyond the movie."

In June, Samsung launched the "Spidey Tracker", an interactive fan experience inspired by the movie.

Available across 35 markets, the experience brings Ned's fictional tracking tool to life through a dedicated website and social channels, allowing fans to follow "Spider-Man sightings", unlock hidden Easter eggs and access exclusive cast content.

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