Samsung Singapore has launched a new comic book to spotlight the “Awesome Intelligence” of its latest Galaxy A Series, showcasing how the smartphone’s AI-powered features can simplify everyday life and add a dose of fun.
The comic series, titled Uncle & Aunty get smart(phone), follows Uncle Awesome as he introduces fellow hawker centre regular Uncle Tan to the capabilities of the new Galaxy A.
In one scene, Uncle Awesome demonstrates how the ‘Circle to Search’ feature can instantly identify the species of a bird spotted nearby.
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According to Samsung, the campaign aims to educate and contextualise AI on Galaxy devices in a simple, relatable way. By using hyper-local, everyday stories, the project’s goal is to drive deeper understanding, trust, and practical utility of Galaxy AI features, making them more accessible and meaningful for consumers across Singapore.
Designed for consumers who want a value-for-money smartphone and are curious about AI features, the idea was born from a desire to make AI feel less daunting and more approachable.
The project was fully developed in house and was brought to life by Eugene Lim as designer, and Jacelyn Ho as writer from Samsung Singapore’s team.
Fans can pick up a copy of the exclusive Uncle & Aunty get smart(phone) comic at Samsung Experience Stores across Singapore, as well as at all major consumer and electronics IT stores such as Challenger, Courts, Gain City, Best Denki and Harvey Norman.
“At Samsung, our mission is to make AI truly accessible and that begins with building trust. With the new Galaxy A Series, we want to reach out to more consumers to communicate our efforts in delivering trusted and seamless AI experiences that are built within our smartphones,” said Lynn Chong, head of marketing, Samsung Singapore.
“This comic brings to life our advanced innovation like Galaxy AI and Samsung Knox Vault to better help users understand our commitment in securing their digital experiences, giving them the confidence to embrace AI safely,” she added.
Samsung Singapore has been targeting various age groups with various campaigns, each spotlighting an AI feature available in its latest phone range.
Most recently, it launched a digital-first festival to showcase the Galaxy Z series in unconventional ways, in an effort to reach out to Gen Z consumers. One initiative was its “Unexpected reviewers” campaign where creators Norbin Ngoh, Xixi Lim and Raynold Tan front a micro-series exploring how the Galaxy Z Fold7 and Z Flip7 can unlock hidden talents.
On a global scale, it rolled out a campaign via BBH Singapore for the Galaxy S25 Ultra, spotlighting how the device, powered by Google Gemini, helps users navigate daily challenges such as fixing a failed recipe and proper settings when doing laundry.
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