Samsung's new ad “explains” why Spider-Man uses a Galaxy Z Flip 8 in Brand New Day

Samsung has released a new advertisement for the upcoming film Spider-Man: Brand New Day that explains the transition from the character's traditional Xperia phones to a new foldable device. In the video, Peter Parker finds his standard smartphones consistently broken after encounters with his enemies. To solve this recurring issue, his internal AI system fabricates a Samsung Galaxy Z Flip 8 for him to use.

The minute-long ad depicts the device as a more durable alternative for the superhero. Parker also receives a Galaxy Z Fold 8, which he uses to communicate with Detective DeWolff. Beyond the primary devices, the spot includes appearances by other Samsung products, such as the Galaxy Watch Ultra worn by Ned Leeds and branded signage on local transit.

While the shift is clearly a product placement deal between Samsung and Sony, the advertisement creates a specific narrative justification for the move. Samsung points to its new Flex Titanium technology as a key factor in strengthening the display against damage. This marketing strategy aims to frame the foldable hardware as a practical tool for an active hero rather than just a luxury item.

Some tech observers suggest that a ruggedized device would be a more realistic choice for someone in Parker's position. However, the move toward foldables aligns with Samsung's current push to demonstrate the durability of its flagship line. By integrating these products into the film's universe, the company hopes to associate its foldable technology with high-stakes, action-oriented daily use.