Samsung's latest campaign is a World Cup-sized celebration of TV dominance

Samsung has launched a new campaign celebrating its 20th consecutive year as the world's leading TV brand, positioning itself as the screen of choice for moments that matter.

Titled "When it matters, watch it on a Samsung", the campaign is anchored on the idea that significant viewing experiences deserve to be watched on the brand's televisions. The effort comes as anticipation builds for the FIFA World Cup 2026, which Samsung describes as set to be the biggest edition of the tournament yet.

At the centre of the campaign is a hero film inspired by a long-standing football tradition, where World Cup-winning nations are awarded a star to commemorate their victory.

Don't miss: Samsung denies using Dua Lipa’s image on TV packaging amid US$15m lawsuit

Drawing on that symbolism, the film imagines Samsung receiving 20 stars to mark its two decades as the global TV market leader. Giant stars are transported across Europe by helicopter before arriving at a packed football stadium, where a new 20-star Samsung logo is unveiled. The logo will feature across the wider campaign.

This follows Samsung's recent partnership with former footballer Thierry Henry on a series of social-first content pieces designed to showcase the capabilities of Samsung TVs.

The sketches place Henry in a variety of on-screen roles, including an action movie star, K-drama lead and football presenter. Each execution highlights different Samsung TV features through humorous scenarios centred on Henry watching himself on screen.

The campaign is rolling out across 25 European markets through an integrated mix of digital, social and in-store activations.

According to Samsung, the campaign commemorates its milestone of being named the world's No.1 TV brand for 20 consecutive years, based on data from market research firm Omdia.

“We’re incredibly proud celebrating Samsung’s achievement with such a powerful brand platform. Especially doing so in a World Cup year when everyone is looking to upgrade their TV," said Sascha Kuntze, chief creative officer at BBH Singapore. 

The latest campaign comes as Samsung continues to tap entertainment and pop culture partnerships to showcase its technology. Earlier this year, Samsung Electronics launched a global campaign tied to the upcoming release of The Devil Wears Prada 2, blending entertainment IP with product marketing for its new Samsung Galaxy S26 Ultra.

Fronted by Helen J. Shen in character as Jin, the campaign centred on a custom content film demonstrating the device's AI-powered "Circle to Search" feature. The spot follows Jin as she navigates a last-minute fashion request from Miranda Priestly, using the feature to identify and source clothing items from a reference image. Beyond the film, Samsung also extended the partnership into experiential marketing.

Related articles: 
Why Samsung is betting on experience over specs to win over switchers  
Samsung strikes BTS tour deal to put Galaxy at centre of fan experience    
Samsung celebrates childhood imagination in heartfelt Galaxy S26 film