Samsung’s latest campaign doesn’t just showcase a phone, it throws a gator in the pool and dares you to look away. Teaming up with rising music star Doechii, the brand has launched a visually eccentric and unapologetically bold spot that blurs the line between tech ad and music video.
In the campaign’s hero film, Doechii lounges poolside in maximalist glam, flanked not by typical entourage, but by a fully grown alligator, her literal power accessory. Shot with surrealist flair and dripping with confidence, the ad leans hard into the unexpected, making it clear this phone isn’t just smart, it’s got edge, just like its spokesperson.
This isn’t a one-off stunt either. The campaign kicks off a larger cultural play, including a private Doechii concert in NYC and broader influencer-driven storytelling across social platforms. The goal: turn the Galaxy S25 Edge into a lifestyle symbol that resonates with the Gen Z mindset, audacious, unfiltered, and deeply personal.
By leaning into Doechii’s genre-bending image and pairing it with surreal visual cues, Samsung is rewriting the rules of celebrity tech endorsements. The product doesn’t just star in the ad, it becomes part of a larger identity statement.
Key Takeaway:
Samsung trades slick for surreal in its Galaxy S25 Edge campaign, using Doechii’s fearless vibe to capture Gen Z’s attention. It’s not just an ad, it’s a mood.