South Korea’s Samsung has launched a campaign marking 20 years as the global No. 1 TV brand, built around the line “Watch it on a Samsung.” Samsung had held the top position in the global TV market since 2006, and according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025.
The campaign, developed by BBH Singapore, centers on a hero film rooted in football tradition: when a team wins a World Cup, they receive a star. The film shows giant stars being ferried across European skies by helicopter, drawing crowds before arriving at a packed football stadium, where a 20-star logo is revealed, representing the brand’s 20 years at number one, the agency said. The logo will appear across the full campaign.
“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,” said Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe.
Samsung has also partnered with footballer Thierry Henry on a series of social-first sketches in which Henry watches himself on a Samsung TV. The sketches place Henry in a range of personas — action star, K-drama heartthrob, and football presenter — with each scenario highlighting different Samsung TV features.
“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,” said Sascha Kuntze, Chief Creative Officer, BBH Singapore.
The campaign rolls out across 25 European markets through digital, social, and in-store channels.
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
