Samsung’s Spider-Man: Brand New Day campaign just escalated again.
The company is premiering the next chapter of its partnership with Sony today, July 15: a cinematic spot starring Jacob Batalon’s Ned Leeds, built around actual footage from the film and loaded with hidden easter eggs.
It lands just over two weeks before the July 31 release.
The teaser, set in Peter Parker’s apartment, answers the question fans have been asking since the first trailer: how does a Peter with no Stark tech end up carrying a Samsung?
The spot follows Spider-Man fighting crime and putting his phone through the wear and tear of superhero life, while a figure called the Fabricator builds him a run of devices tough enough to survive life behind the mask.
Whether the Fabricator is a commercial-only creation or a wink at something in the movie is unconfirmed. But a gadget man outfitting a Stark-less Peter is going to set off Tinkerer alarms for comic fans.
A Marvel Vet Directed It
This isn’t a phoned-in brand ad.
Per Samsung, the spot is directed by Kasra Farahani, the Emmy-nominated production designer behind Marvel’s Loki, and blends an original story for the Galaxy Z series with real clips from the film.
Ned Officially Joins Team Galaxy
Batalon reprises Ned in the spot, using the Spidey Tracker to stay on Spider-Man’s trail across the city. The interactive fan experience was pulled straight from the movie.
And it goes beyond the ad. Batalon is now officially Samsung’s newest Team Galaxy ambassador.
He called the Galaxy Z Fold a perfect match for Ned and the Spidey Tracker, adding, “Getting to use the Fold7 and Galaxy Watch on set was a cool experience.”
More Coming July 22, During Comic-Con Week
Samsung says today’s spot teases a larger story that continues at Galaxy Unpacked on July 22, streaming at 9 a.m. EDT on Samsung.com and YouTube.
That happens to be the very day San Diego Comic-Con kicks off.
Expect the Spider-Man crossover to be front and center when the next Galaxy foldables break cover.
Samsung is also running a reserve offer ahead of the launch: a $30 credit toward pre-order, up to $1,230 in total savings, plus a sweepstakes for one of ten $500 Samsung gift cards running through Unpacked morning.
Between this, the drone show that trolled Superman, the Little Caesars Webberoni, and a marketing blitz with no off switch, Sony’s push is wall-to-wall.
And the tracking says it’s working, with the highest interest score of any movie this summer.
Catch up on everything in our Brand New Day guide. The film swings into theaters July 31.
