Thierry Henry headlines Samsung’s TV push

Samsung has launched a campaign celebrating two decades as the world’s leading TV brand, based on Omdia data from February 2026. Created with BBH Singapore, the work centres on the idea that when viewing matters, audiences should choose Samsung.

The campaign connects this message to major cultural moments, with a particular focus on football and the upcoming global tournament in 2026, positioning Samsung TVs as the preferred screen for high-stakes viewing.

Thierry Henry leads campaign narrative

Samsung partnered with Thierry Henry to front the campaign. The former footballer appears in a series of social-first sketches built around the idea of him watching himself on screen.

The creative concept plays on Henry’s public persona, presenting him in different roles including a football presenter, action character and drama lead. Each scenario highlights product features designed to enhance picture and sound quality.

Humour and product focus drive creative

The campaign uses humour to showcase the product’s capabilities, placing Samsung TVs at the centre of each execution. By framing Henry as both viewer and subject, the work reinforces the idea of performance quality from both perspectives.

This approach aims to make technical features more accessible while maintaining a clear focus on the viewing experience.

Integrated rollout across European markets

Activity spans 25 European markets, with executions running across digital, social and in-store channels. The campaign is designed to deliver a consistent message while adapting to different touchpoints.

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."

Sascha Kuntze, Chief Creative Officer, BBH Singapore: "As a global icon who demands nothing less than technical brilliance, Thierry knows that for the moments that define history, you need the gold standard of television. If it's worth watching, it's worth watching on a Samsung."