Samsung made fun of the iPhone X in its latest ad

Samsung's 'Growing Up' adSamsungAn Apple fan, as depicted by Samsung, holding an iPhone 7 and queuing for the iPhone X. The fan’s haircut resembles the shape of the notch at the top of the iPhone X’s screen.

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.

Samsung ad -- #donglelifeSamsungLiving the #donglelife must have been not exactly fun.

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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