Samsung Sam

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About

Samsung Sam, commonly referred to as Samsung Girl and Samsung Virtual Assistant, is an unofficial virtual assistant for Samsung designed and presented by visual arts production house Lightfarm in May 2021. The reveal was followed with memes and hornyposting on social media, with some users mispresenting the character as having been officially revealed by Samsung.

Origin

On May 28th, 2021, Brazilian visual arts production house Lightfarm presented a series of 3D renders of a virtual assistant dressed in a black Samsung Galaxy shirt, posting them to its website^[1] and Facebook^[2]^[3] page. In the renders, the character struck various poses and held Samsung devices (images shown below). Following the viral popularity of the character, the posts were removed.

Additionally, Lightfarm also uploaded a short test clip of the model (reupload^[13] shown below).

Lightfarm created the character, referred to as Sam, in collaboration with Cheil Worldwide, a marketing company that is a subsidiary of Samsung.^[4]^[5] As of June 1st, 2021, Samsung did not officially announce or acknowledge the character.

Spread

On May 29th, 2021, Twitter^[6] user @JanaiArts tweeted four images of the character, mispresenting it as a virtual model officially from Samsung. The post gained over 5,800 retweets and 49,900 likes in three days (shown below, left). On May 30th, Twitter^[7]^[8] users @namidecalcinha and @tocattaart made posts about the character, with their tweets gaining over 5,400 retweets and 72,700 likes and 6,600 retweets and 67,600 likes, respectively (shown below, left and right).

Starting that day, users on Twitter and other social media posted fan art, including NSFW fan art, of the character, as well as memes about the influx of hornyposting about Samsung Sam. For example, on May 30th, 2021, Twitter^[9] user @lavaguts posted one of the earliest fan depictions of the character, gaining over 80 retweets and 790 likes (shown below, left). Also on May 30th, Redditor^[10] Liftrapps posted a meme that gained over 15,800 upvotes in the /r/okbuddyretard subreddit (shown below, center).

In the following days, the character achieved widespread popularity on social media, with users posting fan art, memes and other content. In memes, the character has been compared against Resident Evil Village character Lady Dimitrescu that achieved similar popularity in early 2021.

On May 31st, Redditor OnionR6 created /r/SamsungGirlr34,^[11] a NSFW subreddit for the character. The subreddit gained over 13,200 subscribers in one day and over 50,000 subscribers in two days.

Samsung Sam, "Digital Assistant"

On May 12th, 2022, Samsung announced it had "hired" Sam to be a "digital specialist" for the company.^[14] This amounts to Sam being an avatar on Samsung's social channels and website to help customers choose Samsung products.

Samsung CMO and Head of Marketing of the Mobile Division, Claudia Contreras, stated:

These are the first steps of SAM, a vivid and friendly character who from now on will play an important role in Samsung’s awareness campaigns with younger consumers, mainly with generation Z. Our goal is to strengthen the consistency of our brand presence in the region.

Samsung Sam Showing Things

Among the available images of Samsung Sam, the image of the character holding out her phone towards the viewer gained particular popularity as source material for memes (image and template shown below, left and right).

In early June, multiple edits of the image in which various images and videos were placed onto the screen were posted online, as well as edits in which the phone in Sam's hand was replaced with another object.For example, on June 2nd, 2021, Twitter^[12] user @ImperatorOfPuns posted an edit in which a Bionicle canister was edited into Sam's hand, with the image gaining over 700 retweets and 4,700 likes (shown below, left).