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Apr 30, 2026 12:16pm PT

In a New ‘Devil Wears Prada’-Themed Ad For Samsung, the AI-Powered Galaxy S26 Ultra Subs In as Miranda’s Assistant

By Karla Cote

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Karla Cote

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The Devil Wears Prada 2 x Samsung TV Spot

Courtesy of Samsung

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Samsung is one of the many brands capitalizing on the buzz surrounding “The Devil Wears Prada 2,” hitting theaters this weekend.

The behemoth tech company is among those set to make an appearance in the long-awaited sequel, starting with a custom TV spot starring character Jin Chao, played by Helen J. Shen. In the ad, Chao uses the AI-enabled “Circle to Search” feature on the Galaxy S26 Ultra to execute Miranda Priestly’s request for an outfit at lightning speed. In the film itself, the phone is of similar importance to Chao and the wider Runway team, as she uses one of its many features to gather high-level intel that Andy later uses in an effort to save the day.

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Described as “your personal Jin,” the phone’s headlining feature allows users to circle any item they want to identify online and receive immediate results. Other features include “Now Nudge,” which recognizes what’s on user screens and suggests relevant actions and “Now Brief,” a source of curated information highlighting what’s relevant search results for the user. Pricing for the phone starts at $1,299.99 and is available for purchase at Samsung.com in six different colorways.

Samsung 'Devil Wears Prada 2' AI Ad: Watch Online

Galaxy S26 Ultra

Jin Chao’s phone, as seen in “The Devil Wears Prada 2.”

Buy Now $1,099.99

“We wanted to extend the storytelling beyond the screen and into the cultural moments that define fashion today,” says Lylle Breier, EVP of partnerships, promotions, synergy & events at The Walt Disney Studios. “From the red carpet to social-first content, this collaboration brings fans closer than ever to the glamour, creativity, and fast-paced energy that make this franchise so iconic.”

Samsung also integrated during the New York City premiere of “The Devil Wears Prada 2,” with the first-ever Samsung Galaxy Runway Cam. Powered by the Galaxy S26 Ultra, the camera had a spot on the carpet and was set up to capture the night’s biggest names — including Lucy Liu and B.J. Novak, both integral characters in the sequel — and fashion moments.

Along with Liu and Novak, stars like Helen J. Shen, Heidi Klum, Justin Theroux, Paige DeSorbo, Hannah Berner and Winnie Harlow posed for the S26 Ultra photo-op to capture their memorable looks as seen below.

Samsung wasn’t the only brand with an AI-powered activation at the premiere. Google also set up an AI wardrobe, allowing attendees to choose outfits which then appeared on an AI-generated mirror. The premiere, which took over nearly the entirety of Lincoln Center, also boasted activations from Coca-Cola with a “Canny Pack” stand, L’Oreal with a hair touch-up booth and Grey Goose, the official alcohol partner of the evening. As the night wound down, guests were sent home with gift bags which included an array of items tied to the film, including a can of Diet Coke, L’Oreal’s Infallible Setting Spray and Tweezerman’s complete “The Devil Wears Prada 2” collection.

“The Devil Wears Prada 2” arrives in theaters May 1, and the Samsung Galaxy S26 is available for purchase here. Catch the full ad spot below.

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