Samsung Punches Apple Again, and It Hurts So Good

72andSunny campaign improving with age

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Samsung's ads are suddenly cooler than Apple's. There, with tears in my eyes and fingers trembling on my Mac keyboard, I wrote the words I never thought I'd write. Seriously, I've warmed to 72andSunny's "The Next Big Thing Is Already Here" campaign for Samsung's Galaxy smartphones, especially the new 90-second spot below (directed by Michael Downing and produced by Epoch Films), which arrives just in time to tweak Apple addicts squeezed into lawn chairs and shivering in sleeping bags ahead of tomorrow's iPhone 5 launch.

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