BBH Singapore links Samsung to football culture

BBH Singapore has developed a pan-European campaign for Samsung to mark the brand's 20th consecutive year as the world's leading TV manufacturer, according to Omdia data published in February 2026.

Built around the platform Watch it on a Samsung, the campaign links Samsung's television market leadership with football culture, arriving as attention builds around the 2026 FIFA World Cup.

Campaign draws on football symbolism

At the centre of the campaign is a film inspired by a long-standing football tradition in which national teams add a star to their crest for each World Cup title won.

The creative concept reimagines Samsung's two decades at the top of the global TV market through 20 stars, which are transported by helicopter across Europe before arriving at a packed football stadium. The film concludes with the unveiling of a 20-star logo that will feature throughout the campaign.

Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe: "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."

Thierry Henry features in social content

Alongside the hero film, BBH Singapore developed a series of social-first executions featuring former footballer Thierry Henry.

The content places Thierry Henry in a variety of television-inspired roles, including an action film character, a K-drama lead and a football presenter. Each sketch highlights Samsung TV features through the football legend's interactions with his own on-screen performances.

Campaign launches across Europe

The campaign is being rolled out across 25 European markets through a combination of digital, social and retail activity.

Sascha Kuntze, Chief Creative Officer, BBH Singapore: "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."

The work continues BBH Singapore's relationship with Samsung and uses football's cultural relevance to communicate the brand's long-standing position in the television market ahead of one of the sport's biggest global events.

www.bbhsingapore.com

www.samsung.com

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