Samsung's 2025 Christmas ad brings your imaginary friends to life

Human imagination is unparalleled. Our brains can cook up everything from imaginary friends to ideas that change the world. Samsung wanted to encapsulate that in its 2025 Christmas ad, showcasing how our imagination coupled with its technology can make things better.

This ad titled, A Friend for Christmas, has been released by Samsung UK. It's being run online and in cinemas ahead of the upcoming holiday.

The ad follows the story of Laura, a child who's struggling to adapt and make new friends after moving houses. Instead, she relies on her imaginary friend Milo to keep her company.

Laura then describes her imaginary friend in detail to her grandfather who sketches Milo up on a Galaxy Tab S11 Ultra. Then, by using the Galaxy AI Drawing Assist feature, Laura's imaginary friend is brought to life. Her family then gets her a toy on Christmas that looks just like the Milo created using Galaxy AI.

Samsung wanted to showcase through this ad how its technology can integrated into real family life. It adds an emotional element to an ad while also highlighting that AI can help bring a child's imagination into the real world.

Samsung is offering various promotions throughout the holiday season, so make sure you check the 2025 Samsung Holiday Gift Guides that we've created. There's a lot you can pick up, whether for yourself or for a loved one, at an attractive price.