Last year's iPhone launch brought an unexpected pleasure: some funny and understated ads from Samsung mocking Apple's dedicated fans for coveting features already available elsewhere. And now, just a week after the announcement of the iPhone 5, they've done it again.
It's light, good-natured humor, but it does hit a few tender spots. "I heard you have to have an adapter to use the dock on this one," says one person in the usual line waiting for the new iPhone. "Yeah, but they make the coolest adapters," is the response.
Others like the 4G, larger 4-inch screen and other capabilities that Samsung's Galaxy S III users are quick to point out have been available for awhile on Android. Samsung wisely stays away from making outright jabs; the iPhone 5 is, after all, being received well and few would say it's poorly designed.
Perhaps the finest moment: One Samsung user is holding a place in the iPhone line for someone — and to the horror of the cool kids waiting beside him, it turns out to be his parents. The looks on their faces suggest it may be time to reevaluate their hipness quotient.
Whether you're an iPhone or Android fan, it's a fun watch. Check out "The Next Big Thing is Already Here" below:
Devin Coldewey is a contributing writer for NBC News Digital. His personal website is coldewey.cc.