Ahead of the premiere of Spider-Man: Brand New Day on July 31, Samsung is tingling spidey senses with an original story showing how its Galaxy Z Fold 8 can withstand the superhero’s lifestyle.
The tech giant is capitalizing on the world’s highest-grossing media franchise to promote series 8 of its foldable Galaxy Z products, which it unveiled today (July 22) at Samsung Galaxy Unpacked Live, alongside its Spider-Man campaign created in partnership with Sony Pictures.
The ad stars Jacob Batalon reprising his role as Spider-Man’s trusty sidekick Ned Leeds, while the actor behind the superhero’s mask is never revealed. Behind the scenes, Samsung turned to Marvel alum Kasra Farahani, who worked on Thor and Captain Marvel, to direct the spot.
“A Brand New Fold For a Brand New Day” opens as Spider-Man fights crime while his pal Ned uses the movie’s Spidey Tracker to monitor his whereabouts. Naturally, Spider-Man’s phone takes a fair few beatings, given a Marvel superhero life has many unpredictable dangers.
Back at Peter Parker’s apartment, the superhero uses a “Fabricator” to create a device that can keep up with Spider-Man, weaving the Samsung Galaxy Z Fold 8 into the plot.
The ad also gives fans a sneak peek at moments from the upcoming movie. The campaign includes a behind-the-scenes video with commentary from the director.
Samsung previously launched an interactive fan experience, “The Spidey Tracker,” which remakes the movie’s tracking software for fans. The hub keeps fans updated on emerging villains and provides a community space to submit their own real-world Spider-Man sightings.
Keena Grigsby, chief marketing officer and vice president, mobile eXperience at Samsung Electronics America, believes the partnership with Sony Pictures was a natural fit.
“Spider-Man has always represented ingenuity, resilience, and seeing possibilities where others don’t […] and Samsung Galaxy is a brand built around innovation that helps people do more every day,” Grigsby said in a statement.
“The most successful partnerships create stories fans genuinely want to experience, with technology integrated in ways that feel natural to the characters and stories they love,” she continued.
