Samsung rolls out a new foldable ad campaign with Thierry Henry
Samsung has announced a fresh marketing push for its flagship foldable line, enlisting former Arsenal and France striker Thierry Henry as the face of the "Welcome to Foldables" campaign. The series of short films, which will run across TV, digital and social channels throughout Europe, follows Henry through a typical day, illustrating how each Galaxy Z device can fit a different lifestyle moment.
“I need products that are multipurpose, and that can keep up with me,” Henry said in the release, adding that the Galaxy Z series “does exactly that.”
The partnership is more than a celebrity endorsement – it is a strategic move to capitalise on a 50 % sales uplift Samsung reports for the Galaxy Z Fold8 and Fold8 Ultra compared with the Fold7 during the same post‑launch window.
Why the campaign matters for UK foldable buyers
The UK market has been cautious about foldables, largely due to price and durability concerns. Samsung’s latest line, however, addresses both points:
| Model | Main screen | Cover screen | Processor | RAM | Starting price (UK) |
|---|---|---|---|---|---|
| Galaxy Z Fold8 | 7.6‑inch QXGA+ Dynamic AMOLED 2X | 6.2‑inch HD+ | Snapdragon 8 Gen 3 | 12 GB | £1,399 (unlocked) |
| Galaxy Z Fold8 Ultra | 7.8‑inch QXGA+ with 120 Hz | 6.4‑inch HD+ | Snapdragon 8 Gen 3 | 12 GB | £1,799 (unlocked) |
| Galaxy Z Flip8 | 6.7‑inch FHD+ cover screen (folded) | 1.9‑inch Super AMOLED | Snapdragon 8 Gen 3 | 8 GB | £999 (unlocked) |
All three devices run Android 15 with Samsung’s One UI 7, support 5G, and come with an upgraded hinge mechanism that Samsung claims improves durability by 20 % over the Fold7 generation.
For UK consumers, the most compelling angle is the potential for carrier bundles. Early whispers from EE, Vodafone and Three suggest they will offer the Fold8 Ultra on 24‑month contracts with data‑heavy plans (e.g., 100 GB‑plus) and a device‑upgrade option after 12 months. The Z Flip8, being the most affordable foldable, is likely to appear in “pay‑as‑you‑go” bundles aimed at younger users who want a premium design without the flagship price tag.
Campaign narrative: three devices, three lifestyles
The ad series is built around three distinct chapters of Henry’s day:
- Multitasking on the go – Henry uses the Galaxy Z Fold8 Ultra to juggle video calls, match analysis and personal notes on a single, expansive screen. The campaign highlights the device’s advanced multi‑window capabilities, which allow up to three apps to run side‑by‑side.
- Immersive entertainment – In a more relaxed setting, Henry watches a live football match on the Galaxy Z Fold8. The film emphasizes the device’s 120 Hz refresh rate and HDR10+ support, promising a “sideline‑like” viewing experience.
- Everyday style – For quick snaps and social media, Henry pulls out the Galaxy Z Flip8, showcasing its compact, pocket‑friendly form factor and the new “Selfie‑Pro” camera mode.
By mapping each device to a specific use‑case, Samsung hopes to demystify the foldable concept for the average consumer: you don’t need a single device for everything; you can pick the model that matches your primary routine.
How the Fold8 line stacks up against the competition
While Samsung remains the market leader in foldables, rivals are closing the gap. The Huawei Mate X3 (still unavailable in the UK due to sanctions) offers a larger 8‑inch inner display but lacks Google services. The Motorola Razr 2025 continues with a clamshell design but lags behind in performance and camera quality.
In head‑to‑head benchmarks, the Snapdragon 8 Gen 3 in the Fold8 series delivers roughly 15 % faster CPU performance than the older Snapdragon 8 Gen 2 found in the previous Fold7, and 30 % better GPU throughput. Battery life also sees a modest gain: the Fold8 Ultra’s 5,200 mAh cell can sustain around 10 hours of mixed‑use video streaming, compared with 8‑9 hours on the Fold7 Ultra.
For UK shoppers, the key differentiator remains price versus utility. The Z Flip8’s sub‑£1,000 price point makes it the most accessible foldable, while the Fold8 Ultra targets power users willing to pay a premium for the largest screen and best multitasking experience.
What this could mean for contract deals
Samsung’s timing aligns with the typical autumn contract renewal window in the UK. Analysts predict that carriers will leverage the campaign’s momentum to push data‑heavy bundles (e.g., 80‑120 GB per month) that justify the high upfront cost of a foldable.
Potential offers could include:
- Zero‑interest financing over 24 months, reducing the monthly outlay to roughly £60‑£75 for the Fold8 Ultra.
- Trade‑in incentives – up to £400 off for swapping a current flagship (e.g., Galaxy S23 Ultra) for a Fold8 device.
- Exclusive accessories – free Galaxy Buds 2 Pro or a protective case for customers signing up for a family plan.
These incentives aim to lower the barrier for consumers who have been hesitant about the foldable price tag.
Bottom line
Samsung’s partnership with Thierry Henry is a calculated effort to humanise its foldable range and translate impressive sales growth into broader UK adoption. By showcasing real‑world scenarios—work, sport, and everyday style—the "Welcome to Foldables" campaign attempts to answer the lingering question many UK buyers have: Do I really need a foldable?.
If the promised carrier bundles materialise, the Galaxy Z Fold8 series could finally become a viable option for contract‑seeking customers who want a device that can double as a productivity powerhouse and a media hub. The Z Flip8, meanwhile, offers a more affordable entry point for those attracted by the novelty of a foldable without breaking the bank.
Keep an eye on the major UK networks over the next few weeks; the first contract offers are expected to roll out shortly after the campaign’s launch, potentially making Samsung’s latest foldables the most accessible on the market yet.
