Samsung clearly isn't willing to kiss and make up with smartphone rival Apple - despite providing display and processor components for the latter's iPhone and iPad devices - and has taken its beef with the company public in a rather cheeky new advert.
Dubbed 'NextBigThing,' the advert shows a queue of people waiting outside a carefully unnamed shop for a next-generation smartphone release. Although the word 'Apple' never passes anyone's lips, the inference is there from the glass-fronted shop to the iPhone 4 handsets seen in several cast members' mitts.
"Nine hours down and we're almost in the door," sings one such member, wearing strangely familiar white earbuds. "Uh-ho," adds another. "Blogs are saying the battery looks sketchy," a clear reference to the well-documented and as-yet unfixed iOS 5 battery-draining bug.
The unnamed product's launch is causing an existential crisis for others in the queue. "If it looks the same, how will people know I upgraded," one prospective purchaser asks in a sly dig at the iPhone 4S, which shares the same design as its predecessor, the iPhone 4.
Suddenly, one seated queue member - working away on a MacBook disguised with stickers - spots someone playing with a Samsung Galaxy S II, launching the advertising portion of the short: a comparison between the iPhone 4S and the Galaxy S II which leaves the Apple - sorry, 'unnamed company' - fans wondering just why they're queuing.
Samsung even takes time out to mock the stereotype of an Apple fanboy, with one queue member dismissing the device with a derisory "I could never get a Samsung - I'm creative," only for another queue member to turn around and scoff "dude, you're a barista."
It's a clever advert, but one that seems strangely timed: had the advert aired prior to the launch of the iPhone 4S, it could have been seen as a tongue-in-cheek way to point out the potential advantages of buying an available-right-now Galaxy S II.
To come this long after the launch, however, it smacks slightly of sour grapes. Equally, the advert is unlikely to earn Samsung converts by openly mocking those who do choose to buy an iPhone - whether it's because, as Samsung suggests, they're marketing-led poseurs or because they wanted a slick smartphone with a wealth of impressive features - in such a manner.
With the company still engaged in protracted worldwide legal wrangling over alleged copying of design and patent infringement with Apple, this latest advert could prove to be an unwise way to tweak the tiger's tail.
The full advert is reproduced below.