Samsung has launched a new marketing campaign featuring Dr. Orna Guralnik, star of Showtime’s “Couples Therapy,” to address consumer anxieties about switching smartphone brands. The campaign, titled “Switchers,” uses a therapy session format to highlight the ease of transitioning to a Samsung Galaxy device.
The campaign centers around Guralnik counseling contrived couples and pairs—including “Summer House” star Ciara Miller and Dylan Efron, reality TV personalities Carl Schmidt and Aniya Harvey, and former NFL players Nick Foles and Clay Matthews—through tech-related issues. These issues include “brand loyalty,” “group-chat fears,” and the “perceived hassle of transferring data.”
According to Variety, Guralnik explained that her profession is “all about change,” noting that “People come to analysis when they’ve reached a certain point where they’re just repeating the same old patterns and having a hard time letting go or changing.” She expressed her amusement at Samsung’s use of “psychological, even psychoanalytic language,” such as asking, “What’s your defense?” adding, “What a great way to bring psychoanalytic and psychological language into mass culture, which is really what I’m doing with the show anyhow.”
Samsung has been actively leveraging talent to promote its Galaxy lineup. Earlier this year, the company added singer and rapper Audrey Nuna, model and influencer Haley Baylee, and eleven other creators to its #TeamGalaxy roster around the Galaxy S26 launch. The company also collaborated with K-pop artist Eric Nam for its Galaxy Experience in February.
Samsung’s current Galaxy Z lineup includes the Galaxy Z Fold8 Ultra, Z Fold8, and Z Flip8. The company reports that 30% of Galaxy Z Flip8 buyers have switched from competitor brands, and the Fold8 and Fold8 Ultra are also attracting a higher percentage of switchers compared to the previous Fold7 generation. The campaign emphasizes Smart Switch, which facilitates the transfer of data from iOS or Android devices, along with RCS messaging and Samsung’s Galaxy AI features. Guralnik even tested the process with her teenage son, who was initially worried about losing his contacts, messages, and photos during a switch, but ultimately found the transition easy.
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