With René Higuita, Marcos and Osvaldo Sánchez as the main characters, the brand begins the “warm-up” for the big soccer tournament in 2026 and pays tribute to the sports idols of the region.
If on the field the goalkeepers play is best seen, then off it – on the Samsung screens. This is the concept behind the Better Vision of the Game campaign, which Samsung has just launched in Latin America with three of the greatest goalkeepers in the region’s history: Rene Higuto (Colombia), Marcos (Brazil) and Osvaldo Sanchez (Mexico).
“In a year of major sporting events, millions of fans watch the games in stadiums, while billions do so via television in their homes. Our campaign is dedicated to those great fans who want and deserve to have the best view of the game to support their teams from the comfort of their homes,” said Renato Shiratsu, Senior Marketing Director of Samsung Latin America.
Created by Samsung in collaboration with the Leo agency and the footballers themselves, the first phase of the campaign highlights the relationship between the privileged vision of goalkeepers and the endless entertainment possibilities that the company’s screens and products offer every day, especially for following Latin America’s favorite sport: football.
Among the selected stars, the brand presents Rene Higuet, one of the most daring goalkeepers in history. The Colombian gained world fame not only for his set pieces, but also for his risky off-field kicking style. His most famous performance, The Scorpion, a spectacular save against England in 1995, has gone down in sporting history.
Another central figure is Marcos, one of the best goalkeepers in Brazilian football history and a key player in the 2002 World Cup victory. “San Marcos”, as he is called, stood out for his leadership, impressive reflexes and excellent saves in the penalty shootout.
To close the team with a flourish, the company has the Mexican Osvaldo Sánchez, a historical reference to football in Mexico. Sanchez shone at clubs such as Deportivo Guadalajara and Santos Laguna, where he became a fan idol. Known for his agility and security, he had a long career defending the national team’s goal in numerous world tournaments.
The campaign has a second phase, developed in collaboration with the Peralta Agency, which invites fans to experience the 2026 sports season in a stadium atmosphere. The connection between football and everyday life is achieved through the Samsung ecosystem, both at home with screens and soundbars (categories where the brand has 20 and 12 years of global leadership respectively) and outside with smartphones, watches and tablets.
AI: Samsung’s “number 10”.
With a packed sports calendar in 2026, Samsung predicts a historic year with the potential to achieve record numbers for screen sales in the region, especially in wide-format models.
A key differentiator is the Vision AI Companion feature, which uses generative artificial intelligence for seamless interaction. With built-in voice assistants like Bixby, a user can simply ask, “What’s the final score?” while watching a replay without having to navigate through the menu.
With a focus on Latin American passion, the company is highlighting features that optimize the soccer experience, such as “Soccer Mode,” which will gradually roll out in the region this year. The system uses intelligent processors to recognize matches in real time and can calibrate colors or even isolate the narration from the sound of the stands.
Other AI-powered features that enhance this immersive experience include:
- Clarity of movement: AI Motion Enhancer Pro analyzes ball trajectory and player movement, eliminating blur in fast-paced games.
- Sound immersion: Technology Q-symphony synchronizes the speakers of the TV with sound baramplifying the vibration of the fans while maintaining the clarity of the timeline.
- Image quality is overridden: He AI 4K/8K upscaling brings the content to life, giving brighter colors to the grass and clarity that allows you to feel the energy of the stands.
The campaign “A better vision of the game” will be launched simultaneously in all Latin American countries.
