Samsung and Apple are like a couple of bickering sisters. "I hate you. I love you. I hate you. I can't remember whether I hate you or I love you. I can remember suing you."
So, in the run-up to the Super Bowl, Samsung has released another ad that pokes and pokes at Apple fanboys and fangirls.
There they are waiting in line for, who knows, the iPhone 4SS. They are watching a very cool unboxing video. Then along comes one of their roommates to toss them a charger.
Oh, and look. He has turn-by-turn, voice-guided directions as standard on his Galaxy S II. No, it's not an app. It's right there. On the phone.
While this feels like a pleasantly authentic scene from Austin, Texas, (everyone is trying to look cool and poor at the same time), Samsung--as it is sometimes tempted to do in its ads-- veers over into advertising cliche.
Yes, one of the fanboys declares: "We just got Samsunged."
No one says that. Even if Samsung hopes that they will begin to. Indeed, this is at least the second time that Samsung has allowed its over-selliness to darken the pleasing silliness of its Apple-poking. In its first Apple-basher, it resorted to slightly crude boasting.
Which is so unnecessary. If you want to be cool, you stay, um, cool. You don't shout. You don't invent fake advertising cliches.
This, though, is merely a tease. How might Samsung laugh at Apple on February 5? Authentically, one hopes.