• by Aaron Baar , September 7, 2017

When looking to trash talk — or text or tweet — perhaps Samsung’s new Galaxy Note8 is the device you’re looking for. 

To mark the beginning of the NFL season, the company will begin airing an ad, using the time-honored tradition of press-conference shade, playing off a rivalry that begin last year during a Thanksgiving Day game. In the new ad, Washington cornerback Josh Norman addresses the press, while also working on his Note8 smartphone. Using the device’s stylus, Norman creates over-the-top snarky sketches and taunts of and for Dallas Cowboys wide receiver Dez Bryant (one illustration features Bryant with sticks of butter for hands), all while denying them during the press conference.

In addition to the commercial, Samsung has teamed with The Players’ Tribune on a content series starring Seattle Seahawks cornerback Richard Sherman. The weekly series, which launches on Sept. 7 and will run through the regular season, will feature Sherman’s takes on a variety of topics, ranging from football to current events to his hobbies. 

“At Samsung we recognize the power of storytelling and the important role mobile technology has in giving people a platform to tell their stories,” said Alex Chang, Head of Sports Marketing of Samsung Electronics America, in a statement. “Our collaboration with The Player’s Tribune is focused on providing new and innovative ways to engage fans and hope it will inspire others to make their voices heard.”

To facilitate the series, Sherman’s home and car have been equipped with Galaxy S8 and Note8 devices, so he can capture his thoughts on a moment’s notice and without interference from outside sources. 

Samsung executives did not respond to requests for comment and further information about the marketing programs.