Lily Allen has inked a deal to promote smartphones for the technology giant’s arch rival Samsung.
The singer, who is frequently pictured carrying her beloved iPhone and uses the company’s iPad tablet computers, is the new brand ambassador for the Galaxy Alpha.
Samsung’s latest cell phone is a rival to Apple’s new iPhone 6 and company bosses are investing $16 million in its launch campaign.
It seems the deal has already had an effect on Allen’s allegiances – earlier this month she was pictured leaving a hotel in Dublin, Ireland showing off a new Samsung phone instead of her usual Apple gadget.
The campaign launches with a commercial featuring Allen’s song “As Long As I Got You,” which runs on U.K. networks from Saturday.
A spokesman for Samsung U.K. and Ireland says, “The Galaxy Alpha is a smartphone that pushes the boundaries in terms of its style and technology and we wanted a campaign that was culturally relevant with young minded consumers. Our goal is to bring this mobile brand platform to life in a way that is relevant to our audience.”
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