Samsung Goes to Couples Therapy to Unpack iPhone-to-Android Tension
Change can be challenging in a relationship, even when you know it’s for the best. Samsung’s new Switchers ad campaign acknowledges that challenge, particularly when it comes to switching from iPhone to Android.
Playing on classic therapy talking points, Samsung recruited celebrity clinical psychologist Orna Guralnik to help couples overcome fear, discomfort and anxiety about exploring something new — in this case, purchasing a device outside Apple’s ecosystem.
Guralnik helms the documentary TV series Couples Therapy, which follows real-life couples as they attend regular therapy sessions. The show is in its fifth season on Showtime and Paramount Plus.
Launched on Monday, days after Apple announced its own foldable, the iPhone Duo, the Switchers campaign particularly plugs Samsung’s new Galaxy Z foldables. It features celebrity pairs with real relationships, including Ciara Miller and Dylan Efron from The Traitors; Carl Schmidt and Aniya Harvey from Love Island; and football icons...
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