Samsung has launched a new campaign marking 20 years as the global No.1 TV brand (Omdia, Feb. 2026). The campaign is based on a bold but simple thought: when what you’re watching matters, watch it on the 20 year market leader – Watch it on a Samsung. This is especially true for football fans and the 2026 World Cup, which is shaping up to be the biggest and most epic ever.
The campaign comes alive in a spectacular film that’s grounded in football tradition: whenever a team wins a World Cup, they receive a star. (And since Samsung has been world No.1 for 20 years, it gets 20 stars.)
In the film, giant stars are ferried across the skies of Europe by helicopter, sparking intrigue and excitement everywhere. The stars eventually arrive at a packed football stadium, and a dramatic reveal introduces a new 20-star logo – which will be used across the entire campaign.
Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe says: “Our TVs have been crowned the global number 1 TV for 20 years in a row. That consistency speaks for itself, but we wanted to dramatise it in a visually memorable way that football fans would instantly relate to.”
Samsung has also teamed up with football legend Thierry Henry on a series of witty social-first sketches all about Henry watching himself on a Samsung TV. The sketches place Henry in a range of TV personas: as an action star, a K-drama heartthrob and a football presenter. In each sketch, we see how different Samsung TV features allow Henry to enjoy his own performance to the fullest.
Sascha Kuntze, Chief Creative Officer at BBH Singapore says: “We’re incredibly proud celebrating Samsung’s achievement with such a powerful brand platform. Especially doing so in a World Cup year when everyone is looking to upgrade their TV.”
Rolling out across 25 European markets, the campaign comes to life through a fully integrated ecosystem of digital, social and in-store experiences.
