Wesley Jon | Snr. Copywriter



Samsung: You Deserve More


Fresh off the launch of the new Galaxy Fold and Flip, Samsung wanted to take on competitors (ahem, Apple) by promoting its AI assistant (compared to Siri). 

So we highlighted the "personal" in "personal assistant", 
making it all about relationships.






To top it off, on the night of the iPhone launch,
 we delivered ‘break up ice cream’ across Dubai to help ease the disappointment.
Because when your partner lets you down (again), Samsung will be here for you.






And to keep the campaign going, we launched a sequel.





Let’s be friends?