Forget the iPhone 5, the 'next best thing is already here', at least according to a new Samsung ad for the Galaxy S3. In the wake of the release of the latest iPhone, Apple's main competitors have taken the opportunity to mock their rival's customers. Now, now, children. Let's rise above this name-calling.
The ad cuts between different US cities, where queues of (presumably) iPhone junkies are waiting patiently for the release of the highly-demanded new handset. We overhear comments about the rumours they have heard.
"The headphone jack is going to be on the bottom!" a young man exclaims, signalling that his mind has been blown. "They're saying this phone is going to be like a precious jewel", another announces.
Then they notice an intruder... a Samsung user. They ask him if the Samsung didn't work out for him. But he says that there was no problem with his 'extremely awesome' Samsung, he is just saving a place for someone. That someone turns out to be his fairly elderly parents. Awkward.
Samsung user upon Samsung user appear and show off the new model's latest features - a bigger screen, data-sharing by touching phones and a 4G connection. But you have to wonder what they are all doing hanging out outside the Apple store.
The clip closes with the tagline 'The Next Big Thing Is Already Here'. The video has already racked up 111,315 shares and 1,127,054 views since it was released yesterday. Pretty impressive. Let's hope Apple don't retaliate. Just remember kids, sticks and stones may break your bones...