Last updated: August 17th, 2026 at 17:12 UTC+02:00
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It'll tug at your heartstrings.
Reading time: 2 minutes
Abhijeet Mishra / SamMobile
Samsung has rolled out a new ad campaign for the Galaxy Z Fold 8 and the Galaxy Z Fold 8 Ultra which takes a slightly different approach than what you'd expect from a smartphone advertisement.
It's a heartwarming creation which positions Samsung's latest foldable phones as companions for lifelong fatherhood.
Titled Life's Little Moments, this TV campaign rolled out by Samsung in the United Kingdom follows an expecting father on the way to the hospital, as he sends a heartfelt voice note to his own father wondering what the journey of fatherhood that lies ahead may hold for him.
The Galaxy Z Fold 8 and Galaxy Z Fold 8 Ultra appear in the ad a few times, but they're not featured as prominently as you'd expect.
Instead of putting the devices squarely in the spotlight, the ad craftily weaves them into the narrative, showcasing how these devices can support us through some of the most consequential moments of our lives.
Emotional storytelling tends to resonate with viewers, perhaps more so than spots that appear more like a hard sell based on the specifications, features, and capabilities of the device. Samsung has taken a similar approach to advertising for other handsets in the past, including the Galaxy S26 Ultra.
You can watch the full ad down below.
First Samsung device: SGH-E900
Adnan Farooqui is a long-term writer at SamMobile. Based in Pakistan, his interests include technology, finance, Swiss watches and Formula 1. His tendency to write long posts betrays his inclination to being a man of few words.
