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Yes—the headline refers to a real Samsung Germany campaign released on February 10, 2022, alongside the Galaxy S22 Ultra launch. Its unlikely protagonist is Sam, a computer-generated jumping-spider character who falls for the phone’s rear camera lenses after seeing them on a billboard.
Watch the Galaxy S22 Ultra spider commercial
Samsung’s official film is available on YouTube. The short video combines live-action settings with digital animation: a spider watches a Galaxy S22 Ultra advertisement, treats the phone’s camera circles as another spider’s eyes, and reacts with the intensity of a romantic drama.
For viewers who cannot access the video, the essential visual sequence is a terrarium, a billboard outside the window, Sam’s growing fascination with the phone, and a final reunion after the advertisement disappears.
What happens in the story?
Sam sees a “love at first sight” image
Sam lives in a terrarium and notices a Galaxy S22 Ultra billboard through the glass. The phone’s rear camera lenses look, from the spider’s point of view, like the eyes of a potential mate. Samsung frames the encounter as love at first sight rather than as a conventional product demonstration.
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The billboard vanishes
When the billboard is replaced, Sam experiences a comic heartbreak. A friend eventually helps bring the phone back within reach, supplying the happy ending to the miniature romance.
Why “Love Hurts” matters
The soundtrack is Nazareth’s “Love Hurts.” Its familiar melodrama turns Sam’s attraction, loss and reunion into a parody of a sweeping love story. The commercial identifies the song and artist but does not need to reproduce any lyrics to make the joke work.
Why did Samsung use a spider?
The campaign turns a hardware detail into a character hook. Samsung’s Galaxy S22 Ultra imagery emphasizes a cluster of rear camera lenses; spiders are popularly associated with having many eyes. That visual resemblance lets the ad communicate camera design through emotion and humor instead of a list of specifications.
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Samsung describes Sam as a 3D/CGI character inspired by a jumping spider. Sam is not a trained animal actor, and the film is not a scientific claim that phone lenses function like spider eyes. The metaphor exists purely inside the story.
How the film was made
Samsung’s German newsroom credits Samsung Electronics Germany as the client, Leo Burnett German GmbH as the agency, Zauberberg Productions in Berlin as the production company, Dorian & Daniel as directors, and The Mill in London for visual effects. Samsung says the production combined live-action footage with extensive 3D and CGI work.
The campaign announcement, published February 10, 2022, appeared immediately after Samsung Germany described the Galaxy S22 series launch. That timing makes the film a launch campaign for the phone, not a separate product or a later 2026 release.
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| Production element | Verified credit or description |
|---|---|
| Client | Samsung Electronics Germany |
| Agency | Leo Burnett German GmbH |
| Production | Zauberberg Productions, Berlin |
| Directors | Dorian & Daniel |
| Visual effects | The Mill, London |
| Character | Sam, a CGI spider inspired by a jumping spider |
Samsung’s original campaign description and credits are in its German newsroom announcement.
Which phone features does the ad connect to Sam?
The emotional plot is built around the camera module, but Samsung’s campaign page also associates the film with the following advertised Galaxy S22 Ultra specifications:
| Feature | How to read the claim |
|---|---|
| Five rear camera lenses | Samsung’s product-marketing description of the camera system; the visible circles are not necessarily identical sensors. |
| 108-megapixel main camera | A stated hardware specification, not an independent image-quality test. |
| Nightography | Samsung’s branding for low-light photography capabilities. |
| Up to 8K video | Samsung’s maximum recording specification under supported settings. |
| Up to 100x Space Zoom | Samsung’s maximum zoom claim, which includes digital zoom; it should not be read as 100x optical zoom or a guarantee of consistently detailed images. |
| 5,000-mAh typical battery | A typical laboratory-derived capacity figure, not a promise of identical real-world battery life. |
| Integrated S Pen | The stylus is housed inside the phone. |
| Armor Aluminum and Gorilla Glass | Materials and protection claims made by Samsung. |
These are Samsung’s specifications and marketing descriptions, not evidence that the phone outperformed competitors. The company’s campaign page provides the feature context at Samsung Germany.
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Where was the campaign shown?
Samsung initially described an online-video strategy centered on YouTube, with additional placements on Twitter and native advertising positions on major consumer-media sites. Samsung later said the film also reached cinema screens. Distribution could differ by market, so the German campaign should not automatically be described as a uniform worldwide rollout.
Did the commercial win awards?
In a later June 2022 announcement, Samsung said it and Leo Burnett received a Gold Lion for Animation and a Silver Lion for Visual Effects at Cannes. Those awards recognize the campaign’s creative and production work; they do not establish that the Galaxy S22 Ultra was technically superior or that the advertisement caused sales.
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The subsequent recognition and expanded exhibition details are documented in Samsung’s Cannes announcement.
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Why the idea works
The film gives an abstract camera design an immediately understandable role. A viewer does not need to memorize sensor names to understand why Sam is captivated: the phone’s lenses are presented as a face. The terrarium creates a contained point of view, the billboard supplies a simple visual target, and “Love Hurts” supplies an exaggerated emotional language. The result is a product story that remains memorable even when separated from a technical specification sheet.
It is also important to keep the campaign in its proper context. This was a Samsung Germany launch film for a 2022 smartphone, not a current 2026 product announcement, and the commercial’s spider romance is a creative metaphor rather than a camera test.
The Bottom Line
Samsung’s February 10, 2022 Galaxy S22 Ultra commercial is a genuine German campaign starring Sam, a CGI jumping-spider-inspired character. By making the rear camera lenses the object of a comic romance, Samsung turned a familiar hardware layout into an unusually distinctive launch story.
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