Arch Apple-baiter Samsung is today absorbing jibes from a rival phone-maker for a change, after LG paid for a pair of cheeky billboard ads in the New York thoroughfare set to play host to a livestream of the phone’s launch later today.
Sitting (symbolically?) above spots trailing Samsung’s next Galaxy S handset in Times Square, LG’s advertisements look nigh-on identical to Samsung’s but tout the virtues of its Optimus G handset, with the strapline that the handset “is here 4 U now”.
We’re assuming that's meant to be a clarion call to punters who are in the market for a new smartphone and can’t wait another few weeks or so for Samsung’s fourth-generation kit to go on sale.
LG’s use of guerrilla tactics to piggyback off the publicity surrounding the S4 come after a series of – mostly US-centric - Samsung TV spots that delighted in taking potshots at Apple.
In a reversal of roles, with these ads it’s now Android market-leader who is being cast as the stuffy ‘establishment’ phone-maker by LG, which is seemingly intent on portraying itself as a plucky brand with ‘outsider’ appeal.
Times Square’s vast screens are set to air a livestream of the Samsung Galaxy S4’s launch event tonight at 7PM EST (12pm GMT), with the actual showcase taking place just streets away at Radio City Music Hall.
For a complete picture of what to expect from the handset, check out our Galaxy S4 rumours round-up.