Samsung unveiled “Switchers,” a new U.S. marketing campaign built around its Galaxy Z and Galaxy S smartphones and aimed at people reluctant to change devices.
Dr. Orna Guralnik, a clinical psychologist, fronts the campaign, which frames smartphone switching as an emotional hurdle shaped by fear of change, perceived friction, brand loyalty and uncertainty.
The effort uses branded video spots and social content, drawing parallels between modern relationships and phone choices to make the idea of switching feel less intimidating.
Rather than pushing an immediate purchase, Samsung is pitching curiosity and conversation—especially with friends and group chats—as a softer path to considering a new phone.