SAMSUNG MARKS 20 YEARS AS WORLD’S NO.1 TV WITH FOOTBALL-THEMED CAMPAIGN

Samsung celebrates 20 years as the world’s No.1 TV brand with a bold football-themed campaign ahead of the FIFA World Cup 2026. Featuring a dramatic 20-star film and witty sketches with Thierry Henry, the campaign spans 25 European markets, reinforcing Samsung’s message: when it matters, watch it on a Samsung.

Samsung has unveiled a striking new campaign to celebrate its 20-year reign as the world’s No.1 TV brand, according to Omdia (Feb. 2026). Built on the bold thought “When it matters, watch it on a Samsung,” the campaign ties its milestone to the excitement of the upcoming FIFA World Cup 2026.  

The centrepiece is a spectacular film rooted in football tradition: just as victorious teams earn stars for their triumphs, Samsung claims 20 stars for its two decades at the top. In the film, giant stars are flown across Europe by helicopter, sparking intrigue before arriving at a packed stadium. The dramatic reveal introduces a new 20-star logo, which will anchor the campaign across all platforms.  

Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, explained: “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.”  

Adding humour and personality, Samsung has partnered with football legend Thierry Henry for a series of social-first sketches. Henry appears in playful scenarios as an action star, a K-drama heartthrob and a football presenter, each sketch showcasing Samsung TV features that enhance his viewing experience.  

Sascha Kuntze, Chief Creative Officer at BBH Singapore, noted: “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.”  

Rolling out across 25 European markets, the campaign spans digital, social and in-store activations, ensuring Samsung’s message resonates with audiences preparing for the biggest football spectacle yet. By blending tradition, spectacle and humour, Samsung reinforces its position as the go-to brand when the viewing experience truly matters.