New Galaxy Z series campaign partners with renowned clinical psychologist Dr. Orna Guralnik to encourage people to explore something new
Let’s face it: it’s hard to let go, even when you know something better exists. Whether it’s a relationship, a routine, or the technology we use every day, people often stick with what they know because leaving feels harder than staying.
Samsung’s new campaign, “Switchers” featuring the Galaxy Z series and S series explores the emotional barriers that keep many consumers from making the leap to something new. Led by renowned clinical psychologist, Dr. Orna Guralnik, the campaign takes a lighthearted approach to examine why familiarity is often mistaken for compatibility, drawing a parallel between navigating modern relationships and considering a new smartphone.
Through a series of branded spots and social content, Dr. Orna helps uncover the mindset behind switching, from fear of change and perceived friction to brand loyalty and uncertainty — to the dynamics of the ever-important group chat. Rather than asking people to commit to something new, the campaign invites consumers to do something much simpler: be curious, and start a conversation with those closest to you.
