Lily Allen has joined forces with Samsung Electronics for a £10m marketing campaign to launch the new Galaxy Alpha smartphone.

The campaign includes a TV ad titled Right Up Our Street, directed by Josh & Xander, and demonstrates the role the mobile plays in the lives of everyday Britain. Allen commented 'It's exciting to be involved with a campaign intended to be a love letter to my home country. Samsung and Josh & Xander have done an amazing job, the Alpha Briton campaign represents all the things I love about Britain; fashion, music, family... it's all there'.