Leo Burnett Israel and Samsung Proudly Present: The Mexican Standoff

Oct. 04, 2021

Samsung recently launched the new Flip and Fold Galaxy Z mobile phone series. Two innovative phones with a killer design. So how do you communicate to consumers simultaneously about two phones that are equally great without giving one model preference over the other?

You create a standoff between the two – a match of features if you will, that will ultimately be determined at the point of sale, by which of the two phones consumers buy.

As such, the commercial, which is set by the pool of a Mexican hacienda, features a young woman and a man holding a virtual match of features between their new flip & fold phones. The onlookers are wooed by the phones abilities while an old Mexican referee has a hard time deliberating which of the two have won the standoff – as far as we know the jury is still out.