Thierry Henry fronts Samsung campaign via BBH Singapore urging fans to watch football’s biggest moments on a leader
Samsung has launched a global campaign marking 20 years as the world’s No.1 TV brand (Omdia, Feb. 2026), built on the idea: when what you’re watching matters, watch it on the leader – Watch it on a Samsung.
Timed ahead of the 2026 World Cup, the campaign, created by BBH Singapore, positions Samsung TVs as the best way to experience major sporting moments.
Football legend Thierry Henry fronts a series of humorous social sketches featuring him watching himself on a Samsung TV. The concept plays on his status as a familiar face on screen, with Henry needing a TV that shows him at his best.
Across the films, Henry appears in different personas — from action star to K-drama heartthrob to football pundit — each highlighting Samsung TV features designed to enhance the viewing experience.
Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe says: “Our TVs have been crowned the global number 1 TV for 20 years in a row. That consistency speaks for itself, but we wanted to dramatise it in a visually memorable way that football fans would instantly relate to.”
Sascha Kuntze, Chief Creative Officer at BBH Singapore says: “As a global icon who demands nothing less than technical brilliance, Thierry knows that for the moments that define history, you need the gold standard of television. If it’s worth watching, it’s worth watching on a Samsung.”
Rolling out across 25 European markets, the campaign comes to life through a fully integrated ecosystem of digital, social and in-store experiences.
Credits
Agency: BBH Singapore
Sid Tuli, Managing Director
Sascha Kuntze, CCO
Stéphane Missier, CSO
Ruth Lim, Strategy Director
Silas Low, Strategist
Kristal Lee, Strategist
Prakhar Bansal, Strategy Intern
Azrayna Adrienne, Senior Social Specialist
Michael Chin, Creative Director
Sid Lim, Creative Director
Wei Hao Chin, Creative Director
Luke Somasundram, Associate Creative Director
Nico Tangara, Associate Creative Director
Judy Au, Senior Copywriter
Iki Choi, Art Director
Jereek Espiritu, Art Director
Jasmine Portman, Business Director
Sabrina Ang, Associate Account Director
Pei Xuan Soh, Account Executive
Derri Ng, Senior Producer
Production Thierry Henry
Director: Matthew Pollock
Production House: Starling Film Uk
Post Production: Heckler Singapore
Editor: Matt Chodan & Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
Production: 20 STARS Film
Director: BBH Singapore & Heckler Singapore
Post Production: Heckler Singapore
Editor: Tammy Quah
Audio: Fvse Family Singapore
Photographer: Aron Klein
Client: Samsung Electronics Europe
Nathan Sheffield, Head of IoT & SmartThings
Jihwan Lee, Brand Dispatcher
Simon Till, Head of Brand Marketing & GTM, CE
Rebecca Talbot, Senior Campaign Manager, CE
Ipek Ozkazanc, Marketing Manager, Brand & GTM, CE
Lucy Meakin, Junior Marketing Manager, Brand & GTM, CE
George Leney, Senior Director of PR & Communications