Samsung’s second Join the flip side video turns a foldable phone into the apparent villain of a horror story. The July 7, 2023 campaign film uses ominous presentation, exaggerated performances, dramatic music and a deliberately cheesy setup to tease the Galaxy Z Flip 5—while visibly centering the Galaxy Z Flip 4.
It is not a genuine horror trailer. It is a self-aware Samsung commercial that builds suspense around the act of flipping open a phone, then breaks the tension with a product reveal.
Watch Samsung’s horror-style Galaxy Z Flip video
The official video is available on YouTube. It was released ahead of Samsung’s 2023 Unpacked event as the second installment of the company’s Join the flip side promotional campaign.
Samsung presents the ad like a miniature genre film rather than a conventional phone commercial. Instead of opening with specifications, camera samples or a list of features, it asks viewers to wonder what frightening object is at the center of the story.
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Why it works as a horror spoof
The film borrows recognizable horror conventions without committing to a particular franchise. Its opening is deliberately serious and suspenseful, the performances are pushed beyond naturalism, and the musical score gives an ordinary situation the weight of a supernatural incident.
The humor comes from that mismatch. The characters behave as though they are facing a curse, monster or dangerous plot device, but the supposedly terrifying object is a Samsung foldable phone. The commercial keeps the setup ominous long enough for the joke to land, then redirects the viewer toward the Galaxy Z Flip.
That makes “horror spoof” a useful description of the video’s style, rather than an official genre label or evidence that Samsung copied one specific movie.
The phone is the villain—or at least the suspicious object
A foldable phone gives the story an unusually useful visual prop. It can be closed, concealed and opened with a sudden physical movement. In a horror-movie context, that transformation naturally suggests mystery: what is inside, what will happen when it opens, and why are the characters reacting so dramatically?
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That is an interpretation of the ad’s creative logic, not a stated Samsung explanation. But the approach is clear. The campaign makes the phone’s distinctive form factor part of the narrative instead of treating it as merely another specification.
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The result is a product demonstration disguised as suspense. The viewer is encouraged to focus on the phone as an uncanny object before being reminded that the entire threat is promotional theater.
Is this a Galaxy Z Flip 4 or Galaxy Z Flip 5 commercial?
The answer needs some qualification. The video was framed as a Galaxy Z Flip 5 teaser, but the reported campaign coverage also describes it as advertising the Galaxy Z Flip 4, Samsung’s 2022 model. The safest description is that it is a Galaxy Z Flip campaign video that uses the Flip 4 as the visible product while teasing the incoming Flip 5.
The distinction matters because this was a pre-launch teaser, not a complete Galaxy Z Flip 5 product presentation. The closing moment points toward “the new one” and creates anticipation for the next generation, but the video should not be treated as a detailed Flip 5 review or a specification-focused launch film.
For the original reporting and campaign context, see PhoneArena’s July 7, 2023 report.
What to watch for
- The serious opening: The explanation is delivered with the gravity of a horror narrative, even though the subject is a consumer device.
- The presentation: Suspenseful pacing, music and exaggerated acting make the phone seem more threatening than it is.
- The visual object: The closed-and-open form of the Flip gives the commercial a recurring image of concealment and revelation.
- The tonal reversal: The apparent victims’ fear eventually gives way to recognition of the new Samsung phone.
- The product tease: The ending shifts attention from the existing Flip 4 toward the Galaxy Z Flip 5 launch.
Where it fits in Samsung’s campaign
Samsung described this follow-up as season two of Join the flip side. The first installment appeared roughly nine months earlier and focused more directly on the appeal of the Galaxy Z Flip family, including a reported joke aimed at Apple.
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The second video changes the mood. Rather than relying mainly on competitive mockery, it uses cinematic suspense and horror-comedy conventions. The campaign relationship is established by the coverage, although the available material does not provide a complete official episode guide or detailed account of the creative team behind both films.
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Most smartphone advertising explains why a device is useful. This commercial first makes the device strange. That choice gives the Galaxy Z Flip a role in a story and lets the audience experience the “flip” as a dramatic action instead of hearing about it in a feature list.
The joke is also economical: the ad does not need to claim that the phone is literally supernatural. It only needs to borrow enough horror language for viewers to recognize the setup, then puncture that setup with the mundane truth that they are watching a product teaser.
As advertising, it succeeds through contrast. The ominous atmosphere creates curiosity, the deliberately excessive performances signal parody, and the final reveal turns the suspense into anticipation for Samsung’s next foldable.
Bottom line
Samsung’s Join the flip side follow-up is best understood as a horror-inspired commercial, not a real horror film. It uses the Galaxy Z Flip 4 as the apparent object of fear while teasing the Galaxy Z Flip 5 ahead of its 2023 launch. The result is an inventive, self-aware phone ad that makes a familiar product reveal feel like a miniature genre movie.
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