Samsung and Apple have always been at odds, and the Korean giant has historically pulled no punches when it comes to mocking its adversary.
Amid Apple’s big iPhone X launch, Samsung is at it again.
The ad shows a protagonist who is an avid Apple fan. We see images of Apple’s famous queues outside its stores, an old-fashioned unboxing, and even a long wait in the rain.
As the years go by, the iPhone-loving man is inadvertently taunted by his girlfriend, who is seen using a variety of Galaxy smartphones in just the right situations where it would have been more useful than an Apple smartphone.
While he’s typing a phone number, for instance, she whips out her S Pen to comfortably handwrite it. They then both fall in a pond — her Galaxy S7 is safe, while his iPhone 6S can only pray that a bowl of rice will do the trick.
At the end of the commercial, called “Growing Up,” the protagonist, seemingly fed up with Apple’s problems, gifts himself a brand-new Galaxy Note 8.
Proud of his purchase, he then goes back to the Apple Store where he’d queued up a decade earlier and shrugs by wannabe iPhone X customers — one with a notch-shaped haircut, no less.
Watch Samsung’s full ad:
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