Samsung has once again taken aim at Apple and the ranks of iPhone fanboys who queue for days to be among the first to get their hands on the latest slab of iShinyness, with the launch of a new TV ad for the Galaxy S3.
As is now the established form with Samsung, the TV spot invites us to meet some of the Apple army who are waiting in line for the iPhone 5, then rather pitlessly debunks their particular pretensions and obsessiveness.
Particular highlights include one fan’s Pseud’s Corner description of the sixth-gen phone as a “precious jewel”. Emetic doesn’t begin to cover it.
Another is the beardy hipster type who claims his mind is blown by the tech giant's rather quotidian decision to move the location of the iPhone's headphone jack this time around. Such is the lot of Apple fans who are pathetically grateful for even the most incremental updates, reckons Sammy.
The most caustic broadside, though, comes when a young man who’s been queueing reveals that he’s doing so on behalf of his elderly parents. The message? The iPhone’s once-unassailable cool is so diminished that now only olds care about a new Apple smartphone, Daddio.
The ad, which goes on to compare the iPhone 5 unfavourably to the Samsung Galaxy S3, follows similar spots advertising the Galaxy Note and Galaxy S2 and is lent extra piquancy by the ongoing and increasingly bitter courtroom battle between the two tech giants over alleged patent infringements.