Monday, February 25, 2019

How Samsung is marketing its $1,980 foldable phone. Plus, an update on Oscars ads: Thursday Wake-Up Call


Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device. Search for "Ad Age" under "Skills" in the Alexa app.

What people are talking about today

Samsung finally unveiled its new new phone/tablet with a foldable screen, the Galaxy Fold. It starts at $1,980. So how do you market a gadget that runs the risk of looking like a very expensive gimmick? Samsung released a video that shows the phone dancing and whirling in outer space. The soundtrack is Willy Wonka's trippy anthem "Pure Imagination," sung by Joanna Wang. The tagline: "We didn't just change the shape of the phone. We changed the shape of tomorrow." It's far-out.

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