The campaign comes after Apple introduced its foldable phone, the iPhone Duo. It is not a Samsung New Zealand effort; the company’s US account had already made fun of what it called small changes in Apple's new iPhone models. At the time the online discussion also included Duolingo. This step also matches an advertising strategy where brands use regular people with famous names to get attention.

The New Zealand ad plays on the protagonist's signature. Samsung highlights the difference between the Tim Cook associated with Cupertino and this Tim Cook from "Palmy" (the local nickname for Palmerston North). It presents the gag as a straightforward product review, with the local Tim Cook outlining the Galaxy Z Fold 8's key features in a direct style.

Samsung has also ramped up its jabs regarding Apple's recent announcements. Apple unveiled the iPhone Duo, Apple’s foldable device. Samsung said Samsung entered the world years before highlighting the seven‑year gap since the original Galaxy Fold. Duolingo also joined the exchange. In a post, it wrote: "Such an exciting Apple event! I hope they don't infringe on my trademark rights ."

Samsung then replied: "So sorry, @Duolingo. They copied us too #Solidarity." Duolingo rejected that stance and responded with the "when an ugly stranger calls you their twin" meme. Samsung shot back: "Ugly??" "Watch your language." Immediately after, Duolingo seemed to tone things down, joking that Samsung shouldn't "mess up" its app on Galaxy phones.

This is an example of how tech brands use humour, social media banter and recognisable names to turn product marketing into a broader conversation. It also shows how Samsung keeps using Apple’s product launches as a chance to promote its foldable phones. In the end the campaign centered on Tim Cook was meant to be a joke. It helped strengthen Samsung’s position at a time when Apple has entered the market segment.