Samsung Electronics is strategically partnering with the much-anticipated Hollywood sequel, “The Devil Wears Prada 2,” to showcase the revolutionary artificial intelligence (AI) features of its cutting-edge Galaxy S26 Ultra. This high-profile collaboration underscores Samsung’s intensified efforts to elevate and reinforce its premium brand image in the highly competitive smartphone market.
This expansive global campaign, executed in collaboration with 20th Century Studios, features a captivating promotional video. The video brings back Helen J. Shen as the beloved Runway assistant, Jin Chao, who expertly navigates a demanding, last-minute request from the iconic fashion editor, Miranda Priestly. Jin Chao seamlessly utilizes the Galaxy S26 Ultra’s innovative Circle to Search feature. This AI-powered technology, developed with Google, offers users instant on-screen searches, demonstrating unparalleled efficiency and style in high-pressure scenarios.
Further amplifying its presence, Samsung also deployed an exclusive Runway Cam, powered by its cutting-edge Galaxy smartphones, at the film’s star-studded New York premiere. This activation successfully captured glamorous appearances from an array of celebrities, including Simone Ashley, Justin Theroux, Lucy Liu, and Heidi Klum, highlighting the device’s capabilities in a high-fashion, high-visibility setting.
The cinematic world of high fashion, with its inherent emphasis on style and precision, serves as an ideal and premium backdrop for positioning the Galaxy S26 Ultra. This flagship device is presented as the ultimate intuitive, AI-powered productivity tool, perfectly blending sophistication with cutting-edge functionality for today’s discerning users.
“At Samsung, we firmly believe that advanced technology should be as intuitive and seamless to use as great style is to behold,” stated Keena Grigsby, Chief Marketing Officer at Samsung Electronics America. She added, “Through this impactful collaboration, we are not merely participating in contemporary culture; we are actively shaping how individuals discover, interact with, and engage with the world around them.”
Notably, rival Apple is also capitalizing on the film’s immense popularity, with its devices making prominent appearances in the official trailer. In a memorable scene, the formidable Miranda Priestly, brilliantly portrayed by Meryl Streep, is clearly depicted holding what discerning viewers identify as an iPhone Pro model.
The United States market remains a critically important and highly competitive battleground for Samsung. According to Counterpoint Research, Apple commanded a substantial 50 percent market share in the third quarter of last year, significantly outpacing Samsung’s 24 percent. This compelling data underscores the urgent need for Samsung to achieve robust brand differentiation and innovation, particularly through cutting-edge features like those found in the Galaxy S26 Ultra.
