Samsung UK has launched Unmissable Moments, a new campaign to support the release of the Galaxy Z Fold7 and show why foldable phones are worth considering.

Aimed at Millennials and Gen X, the campaign highlights how a bigger, foldable screen can enhance everyday moments- like watching a big event or looking back on a special memory. Instead of focusing just on features, Unmissable Moments uses emotional storytelling to show the real-life benefits of foldable tech.

The campaign includes two 30-second films. The first, Build Up, follows friends watching an intense moment in a sports match. As the excitement grows, it’s revealed they’re not at a stadium- but watching on the unfolded Galaxy Z Fold7 in a remote holiday home.

The second film, Memory Lane, shows a father and daughter biking through the countryside. When they stop, she opens her phone to show a photo taken in the same spot 20 years earlier- of him teaching her how to ride a bike.

The campaign is currently running across BVOD, connected TV, and social media platforms in the UK.

It was developed by creative agency Iris, with media planning and buying handled by Starcom and production by Merman.

Annika Bizon, Mobile Experience (MX) VP of Product and Marketing, UK&I, said: “The Galaxy Z Fold7 marks a new era of smartphone innovation and is a big leap forward for the foldables category. With its expansive screen, the Galaxy Z Fold7 is designed for the content our audience cares most about, whether that’s watching a big game in real time or revisiting personal memories. We wanted a creative execution that reflected that ambition. We’re excited to bring this next chapter of foldables to life in a way that feels human and emotive.”

Menno Kluin, Global Chief Creative Officer, Iris, said: “This campaign captures something simple but powerful: the moments that really matter, and the role technology can play in making them feel bigger, more emotional, and more human. It’s a reminder that great creative doesn’t just highlight what a product does – it shows people why it matters in their lives.”