Samsung Celebrates 20 Years as the World’s Top TV Brand with Thierry Henry Campaign

Samsung has unveiled a new campaign celebrating its 20-year reign as the world’s leading TV brand (Omdia, Feb. 2026). The campaign centers around a straightforward yet impactful message: *when what you’re watching matters, watch it on the 20-year market leader – Watch it on a Samsung*. This message resonates strongly with football fans, especially with the 2026 World Cup, expected to be the most exciting and monumental tournament to date.

To animate this message, Samsung has partnered with legendary footballer and pundit Thierry Henry.

Henry injects his signature charm into a series of humorous social videos, where he is seen watching himself on a Samsung TV. The playful premise is simple—since Henry frequently sees himself on TV, he needs a screen that helps him look and sound his best.

In each sketch, Henry adopts various TV personas: as an action star, a K-drama heartthrob, and a football presenter. The videos showcase how Samsung’s TV features enable him to enjoy his performances to the fullest.

Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, states: “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, adds: “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.”

The campaign will roll out across 25 European markets through a fully integrated ecosystem of digital, social, and in-store experiences.