Getting people to switch smartphone brands is tough.

We often come up with all kinds of excuses for not going with the thing we know we really want. And often the default when choosing a new mobile is just to upgrade to the latest iPhone, even if their tech doesn’t really get you excited anymore.

Because that’s what all our friends are getting.

But the reality is, while others just offer more of the same, Samsung are still pushing the envelope when it comes to innovation in the category. And nothing captures this spirit more than the Galaxy Z Flip 4.

But there are still huge emotional and social barriers when it comes to taking the plunge. Rather than gloss over these barriers, we wanted to tackle them head on (with a good deal of self-awareness).

After all, changing people’s perceptions starts with doing something they wouldn’t expect from you.

There is something truly magical about the first time you see a Galaxy Z Flip 4 in the flesh.

Time and again, we’ve seen the spell these devices cast on people the first time they meet one.

Our campaign is a dramatic film, centered around this phenomenon.

Its protagonist, Elena, is an everyday smartphone user who becomes mesmerized by the unique movement of her friend’s brand new Z Flip 4.

As she desperately tries to put it out of her mind, determined not to switch from her existing device, everything appears to take on the Samsung’s form as the world folds and flips around her.

The more she resists, the more extreme these visual reminders become, before finally she surrenders to the inevitable: trading in her phone for the irresistible Z Flip 4.