Samsung has been the world’s number one TV brand for 20 consecutive years, according to Omdia data from February 2026. To mark the milestone during a World Cup year, the brand and BBH Singapore built a campaign around a single visual idea borrowed directly from football: championship stars.
The Film
In football, every World Cup win earns a star on the winning nation’s jersey. Samsung has been number one for 20 years. It gets 20 stars. The campaign film shows giant stars being ferried across European skies by helicopter, arriving at a packed stadium, and culminating in the reveal of a new 20-star Samsung logo that will run across the entire campaign. The visual logic is immediate for any football fan.
Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, described the intent: “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.”
The Thierry Henry Layer
Alongside the hero film, Samsung partnered with Thierry Henry on a series of social-first sketches in which Henry watches himself on a Samsung TV. Each sketch places him in a different genre, action film, K-drama, football broadcast, demonstrating specific Samsung TV features through the comedy of a man watching his own performances rendered in maximum quality. The format is designed to travel on social without requiring the scale of the broadcast film.
The Rollout
The campaign launches across 25 European markets through digital, social, and in-store channels, timed to the 2026 FIFA World Cup. Sascha Kuntze, Chief Creative Officer at BBH Singapore, noted the timing directly: “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.”
Campaign Name: “Watch It on a Samsung” / “When It Matters, Watch It on a Samsung”
Brand Name: Samsung Electronics Europe
Location: 25 European markets
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
Jonathan Chen, Art Director
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: 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
