Samsung has launched a new campaign featuring football legend and pundit Thierry Henry in a series of humorous social sketches timed to coincide with the lead-up to the 2026 World Cup. The campaign was developed by BBH Singapore and directed by Matthew Pollock.
The premise is straightforward: as someone who regularly appears on television, Henry needs a TV that presents him at his best. Directed by Pollock, the sketches place him in several personas — action star, K-drama heartthrob, and football presenter — with each scenario highlighting different Samsung TV features.
“As a global icon who demands nothing less than technical brilliance, Thierry knows that for the moments that define history, you need the gold standard of television,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore.
“Our TVs have been crowned the global number 1 TV for 20 years in a row,” said Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, referring to research from Omdia in February.
“That consistency speaks for itself, but we wanted to dramatise it in a visually memorable way that football fans would instantly relate to.”
The campaign is rolling out across 25 European markets through digital, social, and in-store channels.
Credits
Agency: BBH Singapore
Managing Director: Sid Tuli
CCO: Sascha Kuntze
CSO: Stéphane Missier
Strategy Director: Ruth Lim
Strategist: Silas Low
Strategist: Kristal Lee
Strategy Intern: Prakhar Bansal
Senior Social Specialist: Azrayna Adrienne
Creative Director: Michael Chin
Creative Director: Sid Lim
Creative Director: Wei Hao Chin
Associate Creative Director: Luke Somasundram
Associate Creative Director: Nico Tangara
Senior Copywriter: Judy Au
Art Director: Jonathan Chen
Art Director: Iki Choi
Art Director: Jereek Espiritu
Business Director: Jasmine Portman
Associate Account Director: Sabrina Ang
Account Executive: Pei Xuan Soh
Senior Producer: Derri Ng
Production: Thierry Henry
Director: Matthew Pollock
Production House: Starling Film UK
Post Production: Heckler Singapore
Editor: Matt Chodan & Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
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
Head of IoT & SmartThings: Nathan Sheffield
Brand Dispatcher: Jihwan Lee
Head of Brand Marketing & GTM, CE: Simon Till
Senior Campaign Manager, CE: Rebecca Talbot
Marketing Manager, Brand & GTM, CE: Ipek Ozkazanc
Junior Marketing Manager, Brand & GTM, CE: Lucy Meakin
Senior Director of PR & Communications: George Leney
