Samsung Taps ‘The Traitors’ and ‘Love Island’ Stars for New Switchers Campaign Amid Record-Breaking Sales
We tested Samsung's Galaxy Z Fold8 at the US Open to see if its latest foldable is worth making the switch.
Plus Icon
Camila Quimper
More Stories by Camila
- Ganni and Lululemon Blur the Lines Between Fashion and Fitness With an ’80s-Inspired Collection
- Ugg Continues Its High-Fashion Push With JW Anderson’s New Loafer-Inspired Collection
- Nostalgia Fuels Halloween Decor Trends as Retailers Tap Into the ‘Practical Magic’ Aesthetic
October 8, 2026 10:41am
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
Add us as a Google Preferred Source
Courtesy of Camila Quimper; The Hollywood Reporter
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
Samsung is taking an unconventional approach to the smartphone wars: relationship therapy. And naturally, Hollywood is involved.
The tech giant’s new “Switchers” campaign brings together Dr. Orna Guralnik of Couples Therapy, The Traitors personalities Ciara Miller and Dylan Efron, Love Island stars Carl Schmidt and Aniya Harvey and former NFL champions Nick Foles and Clay Matthews. Rather than leading with technical specifications, Samsung is exploring the emotional attachments that keep consumers loyal to their phones, borrowing from relationship counseling to suggest that familiarity doesn’t necessarily mean compatibility.
Related Stories
Nordstrom's Fall Sale Just Dropped: Snag 60 Percent Off Tory Burch Shoes, Saint Laurent Sunglasses and More
Proton VPN's Early Black Friday Sale Lets You Stream International TV for 75 Percent Off
And Samsung has some numbers to support its argument. The company’s latest Galaxy Z series has generated record-breaking preorder demand, while Samsung reports that 23 percent of Galaxy Z Fold8 buyers have switched from competing smartphone brands. The foldable has also made its way into Hollywood, appearing in Spider-Man: Brand New Day.
But beyond the celebrity cameos and clever marketing, is Samsung’s latest foldable actually worth making the switch?
In September, we joined Samsung at the US Open women’s final to put the Galaxy Z Fold8 to the test, including its camera capabilities during one of tennis’ biggest matches. The book-style foldable offers the convenience of a traditional smartphone when closed, then opens into a larger display that makes everything from reviewing photos and watching videos to multitasking feel less confined to a single screen.
Best Seller
Samsung Galaxy Z Fold8
Pictured in lavender.
That extra screen space is particularly useful for anyone accustomed to juggling multiple apps, whether it’s answering messages while referencing a document, following live updates or editing photos without constantly switching between windows. The foldable design also offers more flexibility when framing shots, allowing users to take advantage of different viewing angles rather than relying exclusively on the standard handheld setup.
At Arthur Ashe Stadium, the camera was an especially relevant feature to put through its paces. Between the action on the court, the atmosphere in the stands and the challenge of capturing moments from a distance, a live sporting event provides a more demanding setting than the average product demonstration. The Galaxy Z Fold8‘s camera tools and expansive display made it easy to frame shots, review images and move between capturing the match and sharing the experience.
Review of the Samsung Galaxy Z Fold8 in Lavender; Photo Courtesy of Camila Quimper
Samsung is also addressing one of the biggest practical concerns surrounding a new phone: transferring years of photos, messages and contacts. Its Smart Switch technology helps move existing data from other devices, while RCS messaging supports features like read receipts, reactions and richer group conversations across compatible phones. Quick Share adds another option for transferring files, although compatibility and available features can vary by device.
Of course, at $2,099.99, the Galaxy Z Fold8 is a considerable investment, particularly for first-time foldable users. Still, its expansive display, versatile camera and practical features make a compelling case for reconsidering what a smartphone can do.
The larger pitch is simple: Changing phones doesn’t have to mean starting over.
Related: T-Mobile Offering Free Samsung Galaxy S26 Ultra: Here’s How to Claim the Deal Online
Read More About:
THR Newsletters
Sign up for THR news straight to your inbox every day
More from The Hollywood Reporter
-
Where to Buy Engagement Rings Online, From Classic Cuts to Sustainable Picks
-
Selena Gomez and Demi Lovato Are Inducing Major Nostalgia With Their New Beauty Campaign
-
From Private Plunge Pools to Destination Dining: Inside Four Hilton Luxury Resorts in Mexico and Costa Rica
-
Kit Harington Hits English Countryside, Smokes a Cigar and Gives Jon Snow Vibes in Kith Campaign
-
Amanda Seyfried Joins Tiffany & Co. as House Ambassador, Stars in Derek Cianfrance Short Film
-
The Slouchy Shoulder Bag Takes Center Stage for Fall — and Coach’s Chelsea Steals the Show
The Definitive Voice of Entertainment News
Subscribe for full access to The Hollywood Reporter
Most Popular
‘Dancing With the Stars’ Gets Spooky for Horror Movie Night With the First Perfect Score and a Double Celeb Exit: See the Scores, Who Went Home
Russell Brand Takes the Stand in Rape Trial: “I Know What ‘No’ Means”
Jessica Biel Says She Won’t Let Her Son “Just Get Handed” Acting Opportunities Because of His Famous Family: “You Have to Earn That”
Susan Saint James, ‘Name of the Game,’ ‘McMillan & Wife’ and ‘Kate & Allie’ Star, Dies at 80
TV Ratings: Why Fox News Suffered Its Largest Pre-Election Month Drop in the Past Decade
Nathan Fielder and Lance Oppenheim Go Deep on the Twisty Ride of ‘You Can See Everything’ — and How Audiences Are Reacting
The NFL’s Biggest Dramas This Season Are in the Broadcast Booth
Must Reads
Olivia Rodrigo: The Queen of Sad Finds Her Happy Place
‘Ted Lasso’ Star Jason Sudeikis Goes One-on-One With WNBA Great Breanna Stewart (Watch)