Samsung Takes ‘Choose the sure thing’ SSD Campaign to Times Square, Piccadilly Circus and Hong Kong

Samsung Electronics is expanding its SSD brand campaign, “Choose the sure thing,” to out-of-home advertising in New York, London and Hong Kong, the company announced. The ads have already appeared at Times Square in New York, Piccadilly Circus in London and the Entertainment Building in Central, Hong Kong.

The campaign’s full line is “When you’ve got everything to lose, choose the sure thing.” According to Samsung, the message is meant to frame its SSDs as more than a storage product — a premium brand consumers can trust with valuable data and content.

“In an era where data is more critical than ever, losing it means losing everything,” said Tommy (Hyoungsuk) Kwon, Vice President of the Memory Brand Product Biz Team at Samsung Electronics. “This campaign embodies our brand direction, ‘Choose the sure thing,’ positioning Samsung SSD as the ultimate reliable choice.”

Samsung says the landmark placements are intended to bring the SSD brand closer to consumers in those three cities and to reinforce a premium image built on performance and reliability. The company also noted that certain images featured in its campaign video were generated using AI.

The billboards are only part of the plan. Samsung says it will keep running “Choose the sure thing” across other consumer touchpoints, including Samsung.com, digital channels and social media, as it works to strengthen the SSD brand experience worldwide.

The campaign is a marketing push rather than a product launch, so there is no new drive or firmware tied to it. Samsung has not shared a schedule for the remaining placements; the company says only that the rollout will continue across those channels.

Related reading

Sources

• Samsung Electronics Expands SSD Brand Campaign Across Global Landmarks — Samsung Newsroom