The Challenge
Showcase the Galaxy S26 Ultra’s Privacy Display in a way that feels true to rugby culture – playfully landing the feature mid-match during the Six Nations in a way fans could identify with.
The Approach
We sent former England winger Ugo Monye into rival territory – a Scottish pub during a Six Nations match.
Airing in ITV’s new in-game ad format, the spot plays on the friendly rivalries of the tournament as suspicious fans watch his every move.
Equipped with the Galaxy S26 Ultra, Ugo uses Privacy Display to keep prying eyes off his messages. Because when you’re surrounded by rival fans, some things are best kept private.