Mumbai: Samsung has unveiled a new pan-European marketing campaign celebrating its milestone of being the world’s No.1 TV brand for 20 consecutive years, according to Omdia’s February 2026 report. Built around the proposition, “When it matters, watch it on a Samsung,” the campaign highlights the brand’s leadership in television technology while tapping into the excitement surrounding the upcoming 2026 FIFA World Cup.
At the heart of the campaign is a cinematic film inspired by one of football’s most iconic traditions—awarding stars to World Cup-winning teams. Drawing a parallel to Samsung’s two decades of market leadership, the film showcases 20 giant stars being transported across Europe by helicopter before culminating in a dramatic reveal of Samsung’s new 20-star emblem, which will feature prominently across campaign touchpoints.
The initiative seeks to reinforce Samsung’s long-standing position in the television market while connecting with football fans preparing for what is expected to be one of the most anticipated World Cups in history.
Commenting on the campaign, Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe, said, “Our TVs have been crowned the global number 1 TV for 20 years in a row. That consistency speaks for itself, but we wanted to dramatise it in a visually memorable way that football fans would instantly relate to.”
As part of the campaign, Samsung has also partnered with football legend Thierry Henry for a series of social-first content pieces. The sketches feature Henry watching himself on Samsung TVs while portraying different television personalities, including an action hero, a K-drama lead, and a football presenter. The content is designed to showcase various Samsung TV features in an engaging and entertaining manner.
Highlighting the creative thinking behind the campaign, Sascha Kuntze, Chief Creative Officer at BBH Singapore, said, “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.”
The campaign will roll out across 25 European markets through an integrated marketing approach spanning digital platforms, social media, retail environments, and in-store experiences.
CREDITS
Agency: BBH Singapore
Sid Tuli, Managing Director
Sascha Kuntze, CCO
Stéphane Missier, CSO
Ruth Lim, Strategy Director
Silas Low, Strategist
Kristal Lee, Strategist
Prakhar Bansal, Strategy Intern
Azrayna Adrienne, Senior Social Specialist
Michael Chin, Creative Director
Sid Lim, Creative Director
Wei Hao Chin, Creative Director
Luke Somasundram, Associate Creative Director
Nico Tangara, Associate Creative Director
Judy Au, Senior Copywriter
Jonathan Chen, Art Director
Iki Choi, Art Director
Jereek Espiritu, Art Director
Jasmine Portman, Business Director
Sabrina Ang, Associate Account Director
Pei Xuan Soh, Account Executive
Derri Ng, Senior Producer
Production: 20 STARS Film
Director: BBH Singapore & Heckler Singapore
Post Production: Heckler Singapore
Editor: Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
Client: Samsung Electronics Europe
Nathan Sheffield, Head of IoT & SmartThings
Jihwan Lee, Brand Dispatcher
Simon Till, Head of Brand Marketing & GTM, CE
Rebecca Talbot, Senior Campaign Manager, CE
Ipek Ozkazanc, Marketing Manager, Brand & GTM, CE
Lucy Meakin, Junior Marketing Manager, Brand & GTM, CE
George Leney, Senior Director of PR & Communications
