It cannot get more irritating than this - for the party on the receiving side.
Cut to 2007. Young man buys the first-generation iPhone.
By 2010, he faces storage issues. Three years later, Samsung makes its first appearance, as young man meets his girlfriend at college. The screen size and stylus with her Galaxy Note 3 put his iPhone 5 to shame.
Later, girl's Samsung phone survives a dip in a lake, while man's iPhone gets a hopeful dip in a bowl of rice. Going down further, girl's later-model Samsung phone charges wirelessly, while young man - whose iPhone now lacks a headphone jack - has to fix up a complicated set of wires to charge it and listen through headphones at the same time.
Young man is a convert.
Extremely entertaining, the spot advertises the Galaxy family of Samsung smartphones - the S8, S8+ and Note 8. It also comes as Apple has launched the iPhone 8 and the iPhone X.