Tim Cook (from Palmerston North) switches to Samsung.

In Samsung’s latest campaign, Tim Cook has switched to Samsung’s new Galaxy Z Fold8 - with one caveat. Instead of Apple’s former CEO, it’s a real estate agent from Palmerston North.

‘Samsung came to us to build a campaign around finding a man named Tim Cook to switch over to the latest Galaxy device,’ says Tobie Cameron, Creative Director of Cheil New Zealand.

‘Credit to Samsung’s team, creating a cultural moment like this requires the perfect mix of strategy and luck.
A perfectly timed troll to disrupt the Apple fold device launch? Strategy.
Hijacking the news cycle 24 hours after the Apple event and one week after Apple’s Tim Cook stepping down? Strategy.
Finding a remarkably similar-looking Tim Cook to agree and be part of the stunt? Brilliant luck.’