TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Good
Samsung unveiled a new commercial to promotes Galaxy Z Flip Thom Browne Edition phone.
The Galaxy Z Flip Thom Browne Edition is an exclusive collaboration from the Samsung and iconic New York fashion brand. Galaxy Z Flip Thom Browne Edition draws on Samsung’s all-new Galaxy Z Flip device and the fashion brand’s bold, to introduce a foldable smartphone experience.
“Partnering with Samsung to create Galaxy Z Flip Thom Browne Edition was an incredible opportunity to reimagine how consumers express themselves through their smartphone,” said Thom Browne. “We designed Galaxy Z Flip Thom Browne Edition just like I do my collections—with proportion, individuality and aesthetic in mind—to create the perfect blend of art and technology.”
Galaxy Z Flip Thom Browne Edition was created for those who are not afraid to make a statement—and who want their technology to be as iconic as their wardrobe. It features distinctive Thom Browne signature brand colors on a pebble grey exterior, pulled right from the runway and offering all of the same innovative features as Galaxy Z Flip. To complete the look, the special edition version also comes with custom-designed Galaxy Buds+ and Galaxy Watch Active2.
“Working with Thom gave us the opportunity to make this stylish device even more covetable, bringing together Samsung’s latest technology innovations with Thom’s signature aesthetic inspired by his suits —the precision tailoring, the intentional use of materials, the elevated style that is uniquely his own,” said Stephanie Choi, Senior Vice President and Head of Global Marketing Team of Mobile Communications Business, Samsung Electronics. “Galaxy Z Flip Thom Browne Edition is a marriage of our shared desire to delight people down to the finest details.”
A grey Thom Browne suit transforms into the sleek Galaxy Z Flip exterior. The limited-edition smartphone is the first of its kind to be encased in glass while still having a matte look that is soft to the touch and effortless to hold. Classic longwing brogues take a modern form with a grey pebble leather phone case, featuring the distinctive Thom Browne signature brand colors down the center. And, when unfolded, Galaxy Z Flip Thom Browne Edition reveals even more design details inside. Iconic blinds—a reference to the mid-century office aesthetic at the center of the Thom Browne world—appear on screen every time the phone is turned on and off. App icons, labeled in the classic text, create an elemental Thom Browne uniformity. And sound cues—a typewriter for the keyboard, an analog ringtone, a shoe tap on a marble floor—create a unique soundtrack for the device. Custom Thom Browne wallpaper ties the entire experience together.
Who is Thom Browne? Thom Browne is widely recognized for challenging and modernizing today’s uniform: the suit. By questioning traditional proportions, Browne’s designs consistently convey a truly American sensibility rooted in quality craftsmanship and precise tailoring. In 2001, Browne began his business with five suits in a small “by appointment” shop in New York City’s West Village and, in the years following, expanded his business to include complete ready-to-wear and accessories collections for both men (2003) and women (2011). Browne has also become known for his highly conceptual runway presentations which have gained global attention for their thought-provoking and dramatic themes and settings. The brand is currently offered in over 300 leading department store and specialty boutique doors across 40 countries and through 31 directly operated flagship stores in New York, London, Milan, Tokyo, Hong Kong, Beijing, Shanghai, and Seoul.
