Samsung's First Galaxy S III Ad Refrains From iPhone-Bashing [VIDEO]

Todd Wasserman

Samsung, which went after Apple's iPhone in a Super Bowl ad for the Galaxy Note "phablet" earlier this year, is taking the high road with its first ad for the Galaxy S III.

The ad features a guy in a cafeteria absorbed in his S III as two friends come by. "Is he texting and watching video at the same time?" one asks. "Hey, what are you doing?" the other asks. "I'm texting and watching a video at the same time," the S III owner replies. "You can't do that," both say. "And yet I'm doing it," he answers.

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That's it. No mention -- veiled or otherwise -- about how the phone performs vs. the iPhone.

The lack of animus toward Apple comes even though a previous, anti-Apple ad called "Fan Boy" ad appeared to have hit its target. A December report tracking results for the initial iteration of the ad, in November, showed Samsung's brand sentiment rose and Apple's fell after that spot's premiere. Samsung's Super Bowl ad, which also mocked Apple fanboys, may have been less successful, prompting a Twitter backlash after the game.

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What do you think? Is Samsung taking the right approach? Sound off in the comments.

This story originally published on Mashable here.