Tim Cook (from Palmerston North) switches to Samsung in new campaign via Cheil New Zealand
In Samsung’s latest campaign developed by Cheil New Zealand, Tim Cook has switched to Samsung’s new Galaxy Z Fold8 – with one caveat. Instead of Apple’s former CEO, it’s a real estate agent from Palmerston North.
Encompassing a range of OOH, print and social videos, this stunt from Cheil New Zealand for Samsung has taken the internet by storm. In just three days since launch, the campaign has been covered in 106 media publications around the world with over 8.3 million organic views across all three videos.
Says Tobie Cameron, Creative Director, Cheil New Zealand: “Samsung came to us to build a campaign around finding a man named Tim Cook to switch over to the latest Galaxy device. Credit to Samsung’s team, creating a cultural moment like this requires the perfect mix of strategy and luck. A perfectly timed troll to disrupt the Apple fold device launch? Strategy. Hijacking the news cycle 24 hours after the Apple event and one week after Apple’s Tim Cook stepping down? Strategy. Finding a remarkably similar-looking Tim Cook to agree and be part of the stunt? Brilliant luck.”
Understandably, Tim Cook from Palmy is over-the-moon about his new-found fame (and Galaxy Z Fold8). On an interview with MORE FM Manawatu, Tim mentioned that even his daughter in Melbourne was being contacted by a Brazilian journalist over the stunt.
Client: Samsung New Zealand
Group Marketing Director: Shannon Watts
Head of Marketing Communications: Daimler Teves
Marketing Manager – Flagship MX: Madison Hill
Creative agency: Cheil New Zealand
Creative Director: Tobie Cameron
Associate Creative Director: Nathaniel Ong
Art Director: Jaime Calla
Designer: Juliane Stirling
Director of Photography: Harry Yeo
Producer: Mark Ihaia
Account Director: Charlotte Chao
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