Samsung Debuts ‘Switchers’ Campaign to Help Americans Remove Emotional Barriers Behind Switching Smartphones

Let’s face it: it’s hard to let go, even when you know something better exists. Whether it’s a relationship, a routine, or the technology we use every day, people often stick with what they know because leaving feels harder than staying.

Samsung’s new campaign, “Switchers” featuring the Galaxy Z series and S series explores the emotional barriers that keep many consumers from making the leap to something new. Led by renowned clinical psychologist, Dr. Orna Guralnik, the campaign takes a lighthearted approach to examine why familiarity is often mistaken for compatibility, drawing a parallel between navigating modern relationships and considering a new smartphone.

Through a series of branded spots and social content, Dr. Orna helps uncover the mindset behind switching, from fear of change and perceived friction to brand loyalty and uncertainty — to the dynamics of the ever-important group chat. Rather than asking people to commit to something new, the campaign invites consumers to do something much simpler: be curious, and start a conversation with those closest to you.

“There’s something very human about sticking with what feels familiar, even when another option might better fit our needs,” said Dr. Orna. “Curiosity doesn’t mean you’re unhappy or disloyal. It simply means you’re willing to explore what else might be out there. Often, that’s the first step toward meaningful change.”

In the campaign spots, Dr. Orna sits down with authentic talent pairs who have real relationships— including pop culture personalities Ciara Miller and Dylan Efron; reality TV fan favorites Carl Schmidt and Aniya Harvey; and football legends Nick Foles and Clay Matthews — to unpack the emotional and playful side of switching smartphones as they consider Samsung’s latest foldables.

Outside of the therapy waiting room, Samsung is already seeing signs that consumers  are looking beyond the familiar. 30% of Galaxy Z Flip8 buyers are switching from a competing smartphone brand since launch. And both Galaxy Z Fold8 and Z Fold8 Ultra are drawing a higher share of competitive switchers than Z Fold7, accounting for 23% and 12% of buyers, respectively.

Samsung’s new Galaxy Z series includes three foldable designs: Galaxy Z Fold8 Ultra for ultimate productivity, Z Fold8 for versatile viewing, and Z Flip8 for compact creativity, offering users more ways to find the experience that works for them.

Switching has also never been easier with Smart Switch, Samsung’s data transfer app. It allows users switching from iOS or Android to Galaxy to bring existing data across devices — including your contacts, photos, videos, messages, apps, settings, and more.¹ Once setup on the new device, you can message using RCS. It allows for seamless communication across ecosystems, so you can enjoy modern chat features, share high resolution images and videos,² and so much more.

“For many people, switching smartphones can feel like a big decision, but we’ve found it is more emotional than technical. The relationship we have with our phones is deeply personal – they hold our memories, connect us to the people we love, and are part of how we navigate our everyday lives” said Keena Grigsby, Chief Marketing Officer and Vice President, Mobile eXperience at Samsung Electronics America. “’Switchers’ with Dr. Orna brings that insight to life through humor, empathy, and real conversations you’d have with a partner, teammate or friend to help unpack what’s holding people back. It can be easy to stay with what you know – even if there is something better out there. This campaign shows just how simple switching is, and invites consumers to discover all that the Galaxy Z series has to offer.”

In addition to the creative ad spots launching today, Samsung is teaming up with Spotify to launch Switch Mix, a custom branded playlist inspired by the emotions that come with considering something new.

Curated as a musical journey through curiosity, temptation, experimentation, and ultimately embracing change, the playlist invites listeners to explore the possibility of switching — without telling them they have to. Bringing the spirit of Dr. Orna’s “Switchers” to life through music, Switch Mix encourages listeners to lean into curiosity, challenge the familiar, and discover what’s on the other side of change.

Listen to Switch Mix here starting today and see how easy it is to make the switch to Galaxy at Samsung.com.

1 Requires Smart Switch and iPhone running iOS26.6 or later. Transferable device data includes photos stored on phone, Apple Passwords, embedded eSIMs. See https://www.samsung.com/us/support/owners/app/smart-switch for more information.

2 Image quality may vary. Within Google Messages, select the HD option in the image preview and choose “Original quality” to send higher resolution images.”