As AI evolves from text-based prompts to multimodal understanding, Galaxy devices are becoming smarter — able to get what you’re looking at and respond to situations. The camera is at the heart of this transformation. More than just a tool for capturing images, coupled with enhanced AI-powered features, the Galaxy camera is now part of the intuitive interface that turns what users see into understanding and action.

When paired with the flexible, expansive screen of a foldable, this experience becomes even more powerful, dynamic and immersive. Because innovation means nothing without trust, privacy is built into every layer helping to ensure that data is protected at all times.

Stay tuned. The camera will only get smarter — helping users capture life’s moments more vividly and make everyday experiences more seamless, personal and impactful.

The Ultra experience is ready to unfold.

That’s why Galaxy’s next chapter is to provide an experience that seamlessly blends artistry and engineering to elevate everyday interactions.

Squeeze onto a crowded train for your evening commute with the device folded in hand and use voice controls to have AI find you the perfect restaurant and text your dining companion. Finish off that unsent work email during the ride, then use the powerful camera to commemorate your night out. AI-powered tools enable all-day messaging, browsing and gaming on the go, so you can focus on your life—all without weighing you down.

With industry-leading hardware, cutting-edge performance and seamless AI integration optimised for the foldable format, it’s what users have come to expect from Galaxy Ultra.

And when it unfolds, it transforms – into a more immersive entertainment hub, a spacious workspace, or a multitasking powerhouse, now enhanced by powerful Galaxy AI features designed specifically for the foldable form.

The Ultra experience is ready to unfold.

Samsung Electronics Co., Ltd. announced that it has been honoured as the 2025 Advertiser of the Year by the Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC region.

This highlights Samsung Electronics’ continued dedication to solving challenges for consumers with innovative and impactful solutions, which are brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole”, said Stephanie Choi, Executive Vice President & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring and redefining what’s possible in advertising. We’re thrilled our efforts have been recognised and we remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung Electronics remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the “Try Galaxy Fold” campaign revolutionised the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold’s expansive display and intuitive interface optimised for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung’s “Flipvertising” campaign – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023 – emphasised the brand’s ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experiences. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year”, said Simon Cook, Chief Executive Officer, LIONS and Spikes Asia. “Samsung Electronics’ achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday, 24 April 2025.