Samsung Display is grabbing New Yorkers’ attention with a new advertising campaign for its OLED displays. During the dog days of summer in the sweltering Big Apple, New York’s iconic tour buses will be fitted with an ad for Samsung Display’s OLED screens through September 5. The ad features an image of a grinning shark holding a tri-fold smartphone display with the message “OLED Vibes” on the screen. Next to the shark, the ad reads “Jawsome OLED.”

Samsung Display promotes a tri-fold display on a NYC tour bus. | Image credit: Samsung

An illusion makes it look like passengers on the top deck of the bus are floating in the water at the beach. The buses with the advertisements drive around major New York City landmarks, such as Times Square, the Empire State Building and Wall Street. The buses also travel on uptown routes that pass by the American Museum of Natural History, the Metropolitan Museum of Art and Central Park. Almost three years ago, Samsung Display introduced its tri-fold OLED display called “Flex In & Out,” which folds into an S-shape in origami style.

Former Huawei CEO Richard Yu uses a prototype of Huawei’s upcoming tri-folding phone. | ​​Image credit: Digital 80s Generation

A close-up of the prototype held by former Huawei CEO Richard Yu. | Image credit: Digital 80s Generation