Samsung Uses Lookalike Actor to Market Foldable Phone

Samsung New Zealand has released a new advertisement for the Galaxy Z Fold 8 that features a local real estate agent named Tim Cook. The campaign is a direct response to Apple's recent launch of its first foldable iPhone, the iPhone Duo. By using a person with the same name as Apple's former chief executive, the brand aims to create a memorable cultural moment rather than relying solely on technical specifications.

The advertisement shows the New Zealand-based Tim Cook dressed in a style that mirrors Apple’s minimalist aesthetic. He describes the phone as the best of both worlds, highlighting its compact size when folded and its large screen when opened. The spot concludes with him clarifying that he is from Palmerston North, distinguishing himself from the Apple executive while keeping the visual joke as the central focus of the message.

Strategic timing against Apple

The release of this ad coincides with Apple entering a market segment where Samsung has held a lead for several years. According to GN auto tech/entertainment: smartphone launch, this timing allows Samsung to position the Galaxy Z Fold 8 as a product from a brand with an established history in foldable technology. It subtly reminds consumers that while Apple is new to this specific form factor, Samsung has been refining the technology for years.

Humor drives consumer engagement

Samsung has a long history of using playful advertising to differentiate its products from iPhones. This latest effort fits that pattern by using cultural recognition and humor to spark conversation. Instead of listing processor speeds or battery life, the campaign relies on a recognizable name and a witty execution. This approach is designed to make the brand feel more approachable and less like a corporate competitor.

Switching costs remain high

The campaign also addresses the friction involved in switching smartphone ecosystems. Samsung has launched a separate 'Switchers' campaign that tackles the hesitation consumers feel when moving between brands. By combining these efforts, the company acknowledges that buying a new phone is often about more than just hardware. It is about overcoming the inertia of a familiar ecosystem. The humor in the Tim Cook ad serves as a low-pressure entry point for those considering a change.