Samsung Partners with Sony Pictures for Spider-Man Brand New Day Campaign

Samsung and Sony Pictures Partner for Spider-Man: Brand New Day Campaign

Samsung has unveiled the next chapter of its collaboration with Sony Pictures’ Spider-Man: Brand New Day. The cinematic campaign stars actor Jacob Batalon, who has been named Samsung’s newest Team Galaxy ambassador. Directed by Emmy-nominated filmmaker and Marvel alumnus Kasra Farahani, the creative work follows Spider-Man as he battles crime while putting Samsung Galaxy devices through the rigours of superhero life. The spot is set in Peter Parker’s apartment and blends original storytelling with footage from the upcoming film, which premieres in cinemas on 31 July.

Jacob Batalon Reprises His Role as Ned Leeds

The campaign features Batalon reprising his role as Ned Leeds, who has been Spider-Man’s “guy in the chair” since 2017’s Spider-Man: Homecoming. In the new spot, Leeds uses a fictional ‘Spidey Tracker’ to follow the movements of Spider-Man throughout the teaser. According to Batalon, the project brings an aspect from the new film to life. “A lot of Ned’s arc in the movie is just basically him trying to figure out who Spider-Man is,” Batalon shared, adding, It’s really cool to be a part of the Samsung Galaxy team.

This collaboration builds on the events of Spider-Man: No Way Home, where Peter Parker made a sacrifice that led the world to forget his true identity, including his best friend, Ned. The campaign serves as a way to naturally integrate Samsung’s latest Galaxy foldables into the Spider-Man universe while building anticipation ahead of the Samsung Galaxy Unpacked event on 22 July, where the story is expected to continue.

Teasing a “Brand New Shape”

Samsung is using the campaign to build hype for the Galaxy Z Fold 8, which the company is calling a “brand new shape.” The short film demonstrates how fighting crime takes a toll on the superhero’s hardware, with the character racking up dozens of broken phones during his crime-fighting sprees. To address this, the film shows a device, described as a Galaxy Z Flip, that is capable of withstanding his unique use case.

In terms of design, the Galaxy Z Fold 8 appears to be shorter and a bit wider when closed compared to previous versions. When in an open state, the device takes up more horizontal space, which is intended to make watching content—such as the Spider-Man film—easier. The teaser includes shots of Spidey taking a foldable phone off a 3D printer and opening it book-style, though some of these shots are obscured by lens flares. The trailer also showcases the Galaxy Watch Ultra 2, the Galaxy Z Flip 8, and the Galaxy Z Fold 8 Ultra. While the flip phone shown appears identical to the current Z Flip 7, the more premium devices remain partially hidden until the official launch.

The ad also includes a scene that uses a folding piece of paper to tease either a quad-fold device or the stronger design of the Galaxy Z Fold 8. Keena Grigsby, chief marketing officer and vice president of mobile experience at Samsung Electronics America, noted the importance of the partnership. Fans can also spot several hidden Easter eggs woven into the creative.

Practical Device Connectivity and Accessories

Beyond the cinematic campaign, Samsung emphasizes the connectivity of its ecosystem. Users can connect their Samsung phones to numerous wireless devices, including Bluetooth speakers, Bluetooth headsets, and wireless headphones, to facilitate hands-free calls and music playback. For those using their phones for GPS navigation, the company suggests using a car phone mount to keep the device in a visible spot. To protect new devices from the wear and tear depicted in the film, Samsung recommends utilizing compatible phone cases and screen protectors, as well as portable chargers for long days of travel or commuting.