Samsung, a leading manufacturer of foldable smartphones, helps new users navigate the switch in its newest campaign, "Switchers," a self-aware, tongue-in-cheek parody starring Dr. Orna from Showtime's Couples Therapy.
Directed by Chromista’s Renny Maslow, the campaign features three popular pairings mediating their different needs alongside three Samsung phones: the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy S26 Ultra. Former Traitors castmates Dylan Efron and Ciara Miller of Summer House are paired off in “Ha-Ha” and “Bedrot,” spotlighting how Smart Switch and RCS help users keep their data and dodge the awkwardness of in-message reactions gone wrong.
NFL veterans and Netflix football analysts Nick Foles (Eagles) and Clay Matthews (Packers) take on “Blind Spot” and “Jersey,” embracing Samsung’s Privacy Display and getting rid of the shame surrounding the green bubbles in group chats. And Love Island’s Aniya Harvey and Carl Schmidt star in “Therapy Puppets” and “Shirtless,” echoing the ease of switching with Smart Share, which is compatible with AirDrop.
Maslow closely recreates the tone and setting of Showtime's Couples Therapy, deliberately mirroring the show's signature visual language and framing. With Dr. Orna at the center, each couple takes a seat on the couch to unpack the real reasons they're afraid to switch phones—even when something better may be out there. The parody is exacting, putting the campaign's larger message in emotional context: switching phones has far more to do with emotion than technology. Comedic, at times hyperbolic, scenarios reinforce how easy the change can be with features like Smart Switch, ultimately prompting viewers to make the switch themselves.
CREDITS
Client: Samsung Electronics of America
Title: Switchers
Agency: Chromista
Executive Director - Client Service: Chris Einhauser
Partner, Executive Producer: Adina Birnbaum
Head of Strategy: Lauren Levitt
Creative Director: Emmeli Osterdahl
Executive Producers: Curt O’Brien
Post Supervisor: Rachel Cohen
Group Account Director: Marci Axelrad
Production Company: Chromista
Director: Renny Maslow
DP: Jeffrey Kim
Co-Founder, Executive Producer: Ted Robbins
Production Company EPs: Justin Pollock
Line Producer: Josh Rothfeld
Editing: Cabin Chris Kelley, Maggie Sloane, Misha Meyers, Dustin Zimmerman
Colorist: Color Collective
Sound: Sonic Union
Title: Switchers
Agency: Chromista
Executive Director - Client Service: Chris Einhauser
Partner, Executive Producer: Adina Birnbaum
Head of Strategy: Lauren Levitt
Creative Director: Emmeli Osterdahl
Executive Producers: Curt O’Brien
Post Supervisor: Rachel Cohen
Group Account Director: Marci Axelrad
Production Company: Chromista
Director: Renny Maslow
DP: Jeffrey Kim
Co-Founder, Executive Producer: Ted Robbins
Production Company EPs: Justin Pollock
Line Producer: Josh Rothfeld
Editing: Cabin Chris Kelley, Maggie Sloane, Misha Meyers, Dustin Zimmerman
Colorist: Color Collective
Sound: Sonic Union
