Samsung has been going after Apple in its ads for a while now, and now Microsoft is following suit with its latest Windows 8 adverts.
A couple of new spots have surfaced this week showing a ballsy Microsoft taking direct aim at the market-dominating iPad tablet and its supposed lack of a serious edge.
The first ad focuses on everyone's favourite voice assistant Siri and the iPad's absence of Office support, while in the second it's the iPad's hardware specifications and value for money that come under fire. Plus the lack of Office thing again.
It's a brave move for Microsoft to target what has been a massively successful product, but do its shots hit the mark?
The ads are certainly entertaining, and if you're of the opinion that features like Siri are largely just pointless fluff (and I'm one of them), some of the points should ring true.
But there are some oddities too. The second ad, for instance, uses the Asus VivoTab RT as its Windows 8 standard bearer for the purposes of the comparisons, with the ad pointing out its thinner and lighter chassis, direct microSD card slot and cheaper overall price than the iPad.
But why choose the VivoTab RT when Microsoft actually makes a Windows 8 tablet itself – the Microsoft Surface Pro?
The obvious answer is because the Surface Pro is thicker, heavier and more expensive than the iPad, that's why.
Now let me say this clearly: this isn't an attack on the Surface, or a defence of the iPad. But surely if Microsoft itself is going to poke holes in the opposition, it should either ensure its own product can stand up to the specific comparisons being made, or choose different things to compare in the first place.
The average punter seeing the ads won't necessarily know the Surface Pro's spec offhand, but most will surely know it exists in the first place and may well end up wondering why, after going to all the trouble to release an own-brand tablet, doesn't Microsoft want to talk about it all of a sudden?