So today's the day. You know, THE DAY. What do you mean, “what day”? It's iPhone 5 launch day. Obviously.
A lot of people will be watching for the arrival of Mr Postman right about now, and of course a good few others will be eternally grateful that their daily battle against hypothermia can be put on hold again for another year.
And it's those brave, ridiculously misguided souls that Samsung has yet again put under the spotlight in its latest Galaxy S III ad. You've probably seen it – if not, 90 seconds of your life will change that – but either way we reckon this morning's as good a time as any to politely launch another frontier of what must be the most easy-to-inflame turf war in tech.
If you liked the previous ads in the series (who can forget “dude, you're a barista”), you'll probably like this one too, and it's interesting that Samsung has cranked things up a notch by implying in a big way that the iPhone 5 is a bit of an OAP-magnet.
Of course, if you didn't like the others... well, you know where I'm going. For my money, this one – just like the previous ones – is a winner, and for the record I own neither an SGS3 nor an iPhone 5 (and have no imminent plans to acquire either).
Why? It's that “ridiculously misguided” notion I hinted at earlier. These ads do a great job of portraying the overwhelming narcissism that runs through the entire concept of camping out to be one of the first in your city to get your hands on a piece of mass-produced consumer electronics that millions upon millions of other people will also have in their pockets within a few days.
It's daft, quite frankly. And yes, I'm sure it's an experience you'll never forget. That still doesn't mean it was a good idea. At the same time, I can raise my cap to those whose iDevotion runs deep enough that they're prepared to do this sort of thing in the first place, even if I don't agree with it.
Anyway, that's what I think. What about you?