Samsung: A Friend for Christmas

Award-winning director Ben Woolf has helmed Samsung’s 2025 UK Christmas ad - celebrating imagination as a superpower with the touching story of a little girl adjusting to her family’s house move. The ad, entitled “A Friend for Christmas,” was directed by Woolf via St Mark’s Studios for agency Taylor Herring and is airing online and in cinemas. It follows Laura, a child struggling to adjust after moving house and leaving her friends behind. She spends her days with imaginary friend Milo, watching neighbourhood children play outside in the snow without her. With help from her Grandad, Laura uses Samsung Galaxy AI’s Drawing Assist to realise a vivid creation, which is then brought to life on Christmas morning.