A song in an ad is nothing new. A celebrity singing about a product is not new either. What Samsung Egypt and Wegz have been doing with Galaxy A, however, sits somewhere else.
Over the past three years, the product has slowly moved from being something the campaign talks about to something the content is actually built around. Features become lyrics, product language becomes wordplay, and the ad starts behaving more like a track people would listen to, quote, and react to even outside the campaign itself.
That is what makes the partnership interesting. Samsung is not only using Wegz to reach his audience; it is trying to make Galaxy A speak in a language that already belongs there.
When the Street Gets a Credit
This year, Samsung takes that idea one step further. Led once again by Wegz, the latest Galaxy A campaign brings the Egyptian street into the center of the story, with Lege-Cy making a surprise appearance along the way. But the most unexpected feature is not another artist. It is “الشارع المصري” itself. Even the credit reads “Wegz Ft. El Share3 El Masry,” turning the street from a backdrop into part of the performance.
And the campaign treats it that way. Rather than staying inside one polished setting, it keeps moving between barbershops, street games, weddings, cafés, athletes, students, bikers, and different generations. The product is still there, but the people around it start carrying more of the story.
That shift becomes clearest in “طول ما الناس دي في ضهري، مفيش حاجة هتأخرني.” For once, Wegz is not positioned as the only source of confidence in the campaign. The energy comes back from the people around him.
So when the campaign asks “الشارع عايز إيه؟”, the line works both ways. It asks the street what it wants, then lets Samsung answer with Galaxy A. “الشارع عايز A” becomes both the request and the response, making the product feel less like something being pushed into the story and more like what the story has been asking for all along.
It All Started With A
Go back to 2024, and “نفسك في A” was where Samsung and Wegz first built this language around Galaxy A.
The wordplay started with the name itself, turning “نفسك في إيه؟” into a hook for A, then using the lyrics to make technical features feel surprisingly simple. “بعرف أعمل الاتنين” captured Multi Window in a few words, while “عمري ما بعت واحد صاحبي” found an equally clever way to communicate Secure Folder without explaining the technology behind it.
Then the track took on a life beyond the campaign. Landing amid an ongoing rap feud, it was also read and discussed as a diss track, giving audiences another reason to replay and decode the lyrics.
For a first collaboration, that was already the formula in place: make the feature part of the lyric, then let the culture around it do the rest.
Then AI Entered the Wordplay
In 2025, Samsung took the formula into AI with “شوفت الذكاء؟”. Omar Marmoush joined Wegz only months after moving to Manchester City, bringing the campaign into the football conversation at a moment when his own profile was rapidly rising.
But the campaign was really built around another kind of intelligence: the one inside Galaxy A. Under Awesome Intelligence and the idea that “الذكاء ملوش حدود,” the track turned AI features into part of Wegz’s language. “كانوا عاملين دوشة وسكتهم” described Audio Eraser through the lyric itself, while “مبتدئين ناطولي في الصورة بس مسحتهم” made Object Eraser sound like a rap punchline before it sounded like a phone feature.
That was the clever part of “شوفت الذكاء؟”. The song did not pause to explain what AI could do. The words were already doing the explaining.
The Wordplay Keeps Evolving
The risk, of course, is repetition. Once a brand finds a cultural formula that works, using it again can quickly make what felt organic start to feel engineered.
Samsung seems to avoid that by changing what surrounds the formula. Marmoush arrived during a major rise in football, while Lege-Cy brings another voice from Egyptian rap, and the latest campaign opens the story to the street itself. The structure stays recognizable, but the people, conversations, and cultural moments around it keep moving.
And perhaps that is the bigger takeaway from three years of Samsung and Wegz. The strength of the partnership is not simply in turning features into lyrics; it is in giving those features a new context every time. Galaxy A stays at the center, but the language around it never has to stay the same.
