Samsung launched a global marketing campaign tying its Galaxy S26 Ultra to the April 20 world premiere of The Devil Wears Prada 2, positioning the phone as both a narrative device and a tool for capturing fashion moments in real time.
The collaboration centers on Helen J. Shen’s character Jin using Circle to Search with Google to fulfill a last-minute request from Miranda Priestly, a scene Samsung adapted into a custom ad spot. At the Lincoln Center event, the Galaxy S26 Ultra powered what Samsung called the first-ever Runway Cam #withGalaxy, capturing red carpet looks of attendees including Simone Ashley, Justin Theroux, Lucy Liu, Heidi Klum, Paige DeSorbo, Hannah Berner, and Winnie Harlow.
Influencer Haley Kalil participated in the activation, sharing on social media how she used Circle to Search to prepare for the premiere. She described the experience as a collision of her fandom for the film and her loyalty to the Galaxy ecosystem.
Samsung’s Mobile eXperience chief Keena Grigsby framed the partnership as intentional collaboration rather than mere association, emphasizing alignment with diverse customer bases. Lylle Breier of Disney said the goal was to extend the film’s storytelling into cultural moments that define modern fashion.
SamMobile noted the campaign leverages over a decade of anticipation for the sequel, which brings back most of the original cast. The ad highlights Galaxy AI capabilities, positioning the S26 Ultra as a tool for managing high-pressure work environments — mirroring the film’s themes.
This is not Samsung’s first foray into Hollywood tie-ins; the company previously promoted its Galaxy Z Flip series in a trailer for Spider-Man Brand New Day, showing the device used before a building jump.
How does Circle to Search with Google work in the context of the movie promotion?
Circle to Search allows users to draw a circle around an object in an image to instantly search for it; in the ad, Helen J. Shen’s character uses it to find the exact outfit Miranda Priestly requests.
Why did Samsung choose to partner with The Devil Wears Prada 2 for this campaign?
Samsung saw the sequel as a cultural moment to merge fashion, film, and technology, using the film’s themes of high-pressure work environments to showcase the Galaxy S26 Ultra’s practical AI features.
What other recent Samsung Hollywood collaborations have been mentioned?
Samsung promoted its Galaxy Z Flip series in a trailer for the upcoming Spider-Man Brand New Day movie, where the superhero is shown using the phone before jumping off a building.
