London, 5th May 2026.
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.
To bring the campaign to life, Samsung has partnered with football legend and pundit Thierry Henry.
Henry brings his effortless charm to a series of humorous social sketches featuring him watching himself on a Samsung TV. The premise is cheekily simple – as someone who often sees himself on TV, Henry needs a TV that helps him look and sound his very best.
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.
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.”
Sascha Kuntze, Chief Creative Officer at BBH Singapore says: “As a global icon who demands nothing less than technical brilliance, Thierry knows that for the moments that define history, you need the gold standard of television. If it’s worth watching, it’s worth watching on a Samsung.”
Rolling out across 25 European markets, the campaign comes to life through a fully integrated ecosystem of digital, social and in-store experiences.
CREDITS:
Agency: BBH Singapore
Sid Tuli, Managing Director
Sascha Kuntze, CCO
Stéphane Missier, CSO
Ruth Lim, Strategy Director
Silas Low, Strategist
Kristal Lee, Strategist
Prakhar Bansal, Strategy Intern
Azrayna Adrienne, Senior Social Specialist
Michael Chin, Creative Director
Sid Lim, Creative Director
Wei Hao Chin, Creative Director
Luke Somasundram, Associate Creative Director
Nico Tangara, Associate Creative Director
Judy Au, Senior Copywriter
Iki Choi, Art Director
Jereek Espiritu, Art Director
Jasmine Portman, Business Director
Sabrina Ang, Associate Account Director
Pei Xuan Soh, Account Executive
Derri Ng, Senior Producer
Production Thierry Henry
Director: Matthew Pollock
Production House: Starling Film Uk
Post Production: Heckler Singapore
Editor: Matt Chodan & Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
Production: 20 STARS Film
Director: BBH Singapore & Heckler Singapore
Post Production: Heckler Singapore
Editor: Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
Client: Samsung Electronics Europe
Nathan Sheffield, Head of IoT & SmartThings
Jihwan Lee, Brand Dispatcher
Simon Till, Head of Brand Marketing & GTM, CE
Rebecca Talbot, Senior Campaign Manager, CE
Ipek Ozkazanc, Marketing Manager, Brand & GTM, CE
Lucy Meakin, Junior Marketing Manager, Brand & GTM, CE
George Leney, Senior Director of PR & Communications
