Samsung is building hype for the Galaxy Z Fold 8 and calling it a “brand new shape” in a cinematic ad for the upcoming Spider-Man film.

Next to the Galaxy Z Fold 8 Ultra, the Galaxy Z Fold 8 will be shorter and a bit wider when closed. In an open state, it will take up a good portion of more horizontal space, which should make watching content a little easier – content like Spider-Man.

In a new 2-minute ad in partnership with Spider-Man: Brand New Day, Samsung released a cinematic trailer for its own devices. The trailer takes a strange approach with the teased devices. Some of them are on full display, while the more premium ones are still being hidden until launch. The ad even uses a scene to tease either a quad-fold device, or the Galaxy Z Fold 8’s stronger design using a folding piece of paper – don’t read too much into it.

Samsung shows off the new Galaxy Watch Ultra 2 within the first few frames. Nothing beyond what we’ve seen in renders appears out of the ordinary. And the animated Spider-Man watch face likely won’t be a default option for users.

The entire Samsung and Spider-Man ad pokes fun at phone durability. A few clips show Peter Parker tossing broken and abused devices into a cardboard box. The solution – a nano-bot built Galaxy Flip 8.

In all seriousness, the Galaxy Z Flip 8 is shown off in the Spider-Man teaser before being ripped away. The phone takes some actual abuse in the next scene of the ad, where it’s open and closed with a fury reserved for the worst phone calls.

Samsung uses the segue to tease the Galaxy Z Fold 8 in the Spider-Man teaser, but it’s almost entirely blurred out. The phone is referred to as a “new shape,” so the Galaxy Z Fold 8 Ultra doesn’t exactly seem to be the focus. It looks like the Ultra variant is shown off further in the video, without all the mystery hidden behind clever lens bloom. No details about the devices are evident, so it isn’t exactly a full reveal. Still, Samsung is pushing the “durability” narrative with these devices more than usual.

This comes as the company announced the foldables would get a new “Flex Titanium” display to improve on just that. All of its devices will launch on July 22 at Galaxy Unpacked. Samsung has already begun its reserve campaign for a $30 credit and up to $1,230 in savings. It’s also giving away a bunch of $500 gift cards.