Why is Tim Cook appearing in a Samsung advertisement?
PRETORIA — Samsung has recruited Tim Cook to promote its Galaxy Z Fold 8, but the familiar name comes with a twist. The man in the advertisement is a real estate agent from Palmerston North, New Zealand, who also happens to resemble Apple’s former chief executive.
Samsung New Zealand’s campaign features the grey haired, bespectacled Cook praising the foldable smartphone against a white background reminiscent of Apple’s product presentations. The advertisement appeared around Apple’s announcement of its first foldable iPhone, the iPhone Duo.
“Tim Cook has an announcement. And for once, it’s about Galaxy,” reads the campaign tagline. The estate agent demonstrates the appeal of a phone that folds into a compact device and opens into a larger screen. His identity is disclosed, making the shared name the foundation of the joke.
The timing adds a competitive message. With Apple entering the foldable category, Samsung is reminding consumers of its experience selling these devices. Casting someone with Cook’s name and appearance gives that message an immediate connection to its rival, without an endorsement from the Apple executive.
Samsung has repeatedly turned the companies’ rivalry into advertising material. Earlier campaigns mocked customers queuing for iPhones, the screen notch and the absence of features available on competing Galaxy devices. It also responded to Apple’s controversial “Crush” iPad advertisement with a message defending creativity.
This campaign’s appeal lies in how quickly the audience can understand the joke. The name attracts attention, the resemblance sustains it and the phone demonstration supplies the sales pitch. It gives Samsung a way to enter the conversation surrounding an Apple launch while keeping its own product on screen.
Whether viewers switch phones remains to be seen. For now, Samsung has secured a Tim Cook endorsement that requires readers to check which Tim Cook it means.
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