We all remember the Galaxy S III “next big thing is here” ads. And that's the point: love 'em, hate 'em, you remember them.
Well the next big thing is back, and now it's celebrating Samsung's graduation to the Galaxy S4 by using “graduation” as the theme for its latest iPhone-ridiculing advert.
Forget tech geeks, baristas and launch day queues – that's so S III, after all. The Galaxy S4 is your life companion, and so advertising has gone lifestyle too. We're treated to a Hollywood-style graduation pool party, complete with sunshine, BBQ and well-to-do white folks tanning by the poolside.
Like the S4 launch itself, the whole thing is so ultra-American it's almost a caricature of itself (check it out for yourself on YT), but it does the obligatory job of very obviously painting the iPhone as out of touch, uncool and the kind of thing only losers and older people would dare be caught dead with.
I'll not comment on the actual substance of the ad – such as it is – but I will say it's a damn sight better than the bizarrely pointless “Call for Rebellion: Punk rocks tech” ad from a couple of weeks ago.