Samsung has unveiled a new global campaign developed by BBH Singapore to highlight how the Galaxy S25 Ultra, now integrated with Google Gemini, can help users navigate daily challenges through intuitive AI-powered support.
At the heart of the campaign are three short films that demonstrate the phone’s AI capabilities in real-world scenarios, positioning the S25 Ultra not as a futuristic device, but as a practical companion in everyday problem-solving. The creative concept leans into the smartphone’s Gemini Live feature—an AI tool enabling natural, conversational interactions with visual input through video mode.
In the first film, titled “Recipe Ideas”, a young man accidentally adds too much sugar to his gochujang pasta sauce. Stuck in the kitchen, he quickly activates Gemini and shows the app what ingredients he has on hand. Gemini, analyzing the available items, suggests a surprising yet clever solution: transform the sweet-and-spicy mix into cookies. The video ends with the man happily enjoying his unconventional dessert—gochujang cookies.
The second video, “Laundry Tips”, follows a young woman preparing for a date night at a laundromat. Watching another customer panic over a shrunken sweater triggers her anxiety about washing her own delicate pink sequined dress. She turns to Gemini via her Galaxy S25 Ultra, scans the washing label, and receives immediate, tailored instructions to safely clean her outfit—right down to whether or not it should go in the dryer.
In the final video, “Study Tips”, a group of students at a library uses the S25 Ultra to ask Gemini for help understanding complicated science notes. The AI assistant walks them through explanations in real time, reinforcing the device’s role as a smart study companion.
The campaign is specifically tailored to Gen Z, a demographic increasingly drawn to AI for bite-sized guidance in everyday life. According to BBH Singapore, over 40% of Gen Z in the U.S. already consider AI their go-to solution for small life challenges. That trend is reflected online, where TikTok’s popular #LifeHack tag has accumulated more than 10.6 million posts.
“This campaign captures what people really want—practical solutions that make life easier,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore. “Rather than positioning the AI as futuristic tech, we’re showing how the Galaxy S25 Ultra unlocks everyday discovery and becomes your go-to companion for figuring things out.”
Launched globally in May, the campaign will appear across TV, cinema, digital, and social media platforms, tapping into both mass reach and targeted engagement.
This follows Samsung’s February campaign, which featured six product-focused commercials during its Galaxy Unpacked event. That initiative demonstrated how AI can simplify everything from booking a pet-friendly restaurant to instantly sharing data. For Chinese New Year, Samsung turned to TikTok with a local spin, using Gen Alpha influencers and Bixby, Samsung’s virtual assistant, to illustrate holiday customs through the eyes of the next generation.
Together, these campaigns showcase Samsung’s strategic push to blend technology with lifestyle, making AI not just accessible—but relatable. With Gemini embedded in the Galaxy S25 Ultra, everyday moments become smarter, simpler, and a little more fun.
