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Samsung’s online jokes about the iPhone Duo crack have grown into a full campaign that Canadians can see in person.
- Samsung Canada is sending creative mobile trucks into several Canadian cities.
- The trucks celebrate eight generations of Galaxy foldables, from the 2019 Fold to the Fold8.
- The Fold8 costs $1,899, compared with the iPhone Duo’s $1,999 for 256GB.
Samsung is moving its rivalry with Apple from the social media feed to the streets. The company is rolling out a series of creative mobile trucks in several Canadian cities to celebrate eight generations of Galaxy foldable innovation. The campaign lands days after Samsung Canada’s Instagram ads mocked the display cracks seen on some newly launched iPhone Duo units.
From Instagram jokes to real-world advertisement trucks
Samsung’s first move was a set of Instagram images showing the iPhone Duo’s bright inner display line on a Galaxy Z Fold8. The captions read “Folding is nothing new to us” and “Switch to Galaxy Z Fold8.” Samsung Australia and Saudi Arabia added their own jabs.
The truck campaign is softer on the surface. Samsung says it is marking the journey from the first Galaxy Z Fold in 2019 to the Fold8 that launched this year, and it wants Canadians to see how far the company has come. Placed beside the crack jokes, the message is easy to read. Samsung has been folding screens for years, and Apple is only getting started.
What is going wrong with the iPhone Duo
Soon after launch, some buyers reported a bright line across the OLED panel at the same spot, which hints at a shared hinge problem. Apple says a small number of units are affected and tells owners to contact AppleCare for a replacement.
Demand is still strong. Online orders for the Duo are backordered until January, while the Fold8 is delivering in many colors and capacities by November 3.
Why Samsung is pushing now
This is classic opportunistic marketing. Samsung has a clear window while Apple’s story is dominated by a hardware flaw and long wait times. Trucks give the brand physical presence, press coverage, and social media content at once.
History offers a warning. Apple lived through “Bendgate” in 2014 and “Antennagate” in 2010 and still sold millions of phones. Samsung’s original Galaxy Fold was delayed in 2019 after early review units broke, so the company knows how quickly a launch can turn sour. If Apple fixes the hinge fast, Samsung’s victory lap could look premature.
What comes next
The foldable market is no longer a one-brand show, and the marketing is getting personal. If Apple’s fix lands quickly, the cracks may fade into a footnote. If not, Samsung’s trucks could become the defining image of this launch season.
Would a truck parked in your city running an ad campaign against another brand change which foldable you buy?
