Samsung hired Tim Cook for Galaxy Z Fold 8 ads after iPhone Duo launch
Samsung New Zealand launched an advertisement for Galaxy Z Fold 8 with a very well-chosen spokesperson: the smartphone is being promoted by Tim Cook. However, this is not the former CEO of Apple, but his namesake from New Zealand who works in real estate.
The campaign launched immediately after the presentation of iPhone Duo, Apple’s first foldable smartphone. Samsung leveraged the name coincidence as if one of Apple’s most prominent executives had indeed decided to switch to the foldable Galaxy.
The ad’s hero is Tim Cook from Palmerston North. He works as a real estate consultant at Harcourts, and this is not a fictional character: Cook’s profile is indeed published on the company’s website. Externally, he also somewhat resembles the former head of Apple, which Samsung has taken advantage of.
The video is styled like a tech product presentation. At the start, viewers are told that “Tim Cook has an announcement,” after which he reveals the Galaxy Z Fold 8 and declares that he has switched to Samsung. Cook calls his new smartphone “the best phone” he has ever used. Only then does Samsung clarify that it refers to Tim Cook from Palmerston North.
Samsung New Zealand used the same approach in other campaign materials, including social media posts and newspaper ads. Cheil New Zealand also worked on the project. Shannon Watts, Marketing Director at Samsung New Zealand, called the campaign a joke but stated that it reflects a real trend of New Zealand users switching to Samsung smartphones. The company did not provide specific data on the number of such switches.
The advertisement became part of a broader Samsung response to the emergence of the iPhone Duo. Following the presentation, Samsung divisions in various countries reminded that Samsung has been releasing such devices since 2019. The US division, for example, accused Apple of “heating up our leftovers,” while Samsung Belgium congratulated the competitor on finally joining the foldable smartphone market.
The choice of this particular Tim Cook adds another layer of irony to the campaign. The real Tim Cook stepped down as Apple’s CEO on September 1 and became executive chairman of the board, handing over leadership of the company to John Ternus. Just a few days later, Apple unveiled the iPhone Duo, while Samsung found another Tim Cook who publicly “switched” to the Galaxy Z Fold 8.
The Galaxy Z Fold 8 launched in July. The smartphone features a 5.5-inch outer display and a 7.6-inch foldable display, weighing 201 grams. For comparison, the Apple iPhone Duo also received a 7.6-inch inner screen but weighs 254 grams.
