Samsung's latest advert for its Galaxy series may be one of the best promos we've seen for a while, chiefly because it absolutely savages its main rival.
The clip, which dropped online yesterday, has already amassed over 1 million views, and pokes fun at the new iPhone X and people's blind loyalty to Apple.
In the clip, we see a young man get new iPhones over the years, with the models portrayed as consistently inferior to their Samsung rivals before he eventually caves in and gets a Galaxy.
At the end of the clip, the new Samsung convert walks past a queue of people waiting to get their hands on the iPhone X, one man sporting a ridiculous notch-shaped haircut.
The notch mimics the small indent on the iPhone's new edge-to-edge screen, which has received some criticism for breaking up the rectangular display.
Fair play, Samsung. Fair play. After all, we guess they could use some good publicity following the year that they have had.
The iPhone X was finally released last week, though it turns out that Samsung will be profiting from it after all as the technology inside it is made by the firm.
In fact, it is making them more money than their own Galaxy G8, at a nifty $4 billion. Either way, we think Samsung have firmly won this round.
Your move, Apple.
This story originally appeared on Esquire.co.uk.
* Minor edits have been made by the Esquiremag.ph editors.