Samsung Taps ‘The Traitors’ and ‘Love Island’ Stars for New Switchers Campaign Amid Record-Breaking Sales

Courtesy of Camila Quimper; The Hollywood Reporter

If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.

Samsung is taking an unconventional approach to the smartphone wars: relationship therapy. And naturally, Hollywood is involved.

The tech giant’s new “Switchers” campaign brings together Dr. Orna Guralnik of Couples Therapy, The Traitors personalities Ciara Miller and Dylan Efron, Love Island stars Carl Schmidt and Aniya Harvey and former NFL champions Nick Foles and Clay Matthews. Rather than leading with technical specifications, Samsung is exploring the emotional attachments that keep consumers loyal to their phones, borrowing from relationship counseling to suggest that familiarity doesn’t necessarily mean compatibility.

What to Snag (and Skip) During October Prime Day's Final Hours

October Prime Day Beauty Deals 2026: Dyson, Nutrafol, Aesop on Amazon

Lifestyle

Aesop, Tatcha and Nutrafol: 15 Rarely-Discounted October Prime Day Beauty Deals

View this post on Instagram

And Samsung has some numbers to support its argument. The company’s latest Galaxy Z series has generated record-breaking preorder demand, while Samsung reports that 23 percent of Galaxy Z Fold8 buyers have switched from competing smartphone brands. The foldable has also made its way into Hollywood, appearing in Spider-Man: Brand New Day.

But beyond the celebrity cameos and clever marketing, is Samsung’s latest foldable actually worth making the switch?

In September, we joined Samsung at the US Open women’s final to put the Galaxy Z Fold8 to the test, including its camera capabilities during one of tennis’ biggest matches. The book-style foldable offers the convenience of a traditional smartphone when closed, then opens into a larger display that makes everything from reviewing photos and watching videos to multitasking feel less confined to a single screen.

Best Seller

Samsung Galaxy Z Fold8

$2,099.99 at samsung

Pictured in lavender.

That extra screen space is particularly useful for anyone accustomed to juggling multiple apps, whether it’s answering messages while referencing a document, following live updates or editing photos without constantly switching between windows. The foldable design also offers more flexibility when framing shots, allowing users to take advantage of different viewing angles rather than relying exclusively on the standard handheld setup.

At Arthur Ashe Stadium, the camera was an especially relevant feature to put through its paces. Between the action on the court, the atmosphere in the stands and the challenge of capturing moments from a distance, a live sporting event provides a more demanding setting than the average product demonstration. The Galaxy Z Fold8‘s camera tools and expansive display made it easy to frame shots, review images and move between capturing the match and sharing the experience.

Review of the Samsung Galaxy Z Fold8 in Lavender; Photo Courtesy of Camila Quimper

Samsung is also addressing one of the biggest practical concerns surrounding a new phone: transferring years of photos, messages and contacts. Its Smart Switch technology helps move existing data from other devices, while RCS messaging supports features like read receipts, reactions and richer group conversations across compatible phones. Quick Share adds another option for transferring files, although compatibility and available features can vary by device.

Of course, at $2,099.99, the Galaxy Z Fold8 is a considerable investment, particularly for first-time foldable users. Still, its expansive display, versatile camera and practical features make a compelling case for reconsidering what a smartphone can do.

The larger pitch is simple: Changing phones doesn’t have to mean starting over.