Created by BBH Singapore, the campaign centres on the brand’s 20-year streak as the global TV market leader with a cinematic hero film inspired by a long-standing football tradition where national teams receive stars for every World Cup victory.

Drawing from this idea, Samsung transforms its 20 years at the top of the TV market into 20 stars, which are dramatically flown across Europe by helicopters before arriving at a packed football stadium for the reveal of a brand new 20-star campaign logo.

Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, shared that the campaign celebrates the brand’s long-standing market leadership “in a visually memorable way that football fans would instantly relate to.” 

“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,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore. 

Rolling out across 25 European markets, the massive campaign spans digital, social and in-store channels, bringing Samsung’s 20-year milestone to life through football-inspired interactive displays and fan-focused experiences. 

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At the centre of the push is a series of short-form sketches starring Henry, now a pundit as much as a former striker. 

The creative leans into self-reference. Henry watches himself on screen as a football analyst, an action hero, and even a K-drama lead, each scenario designed to showcase the television’s picture and sound capabilities.

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The move comes as brands position themselves for a surge in viewing tied to the 2026 FIFA World Cup, expected to be one of the most widely watched sporting events globally. 

“Our TVs have been crowned the global number one 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,” said Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe.

For the agency behind the work, the logic is equally direct. 

“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,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore.

The campaign will roll out across 25 European markets, spanning digital, social, and in-store channels. 

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