Samsung seems to be angling towards a different type of ad campaign: one that makes fun of competitors’ devices. We first saw this (indirectly) with Samsung’s ‘Screen Reviews’ commercial, but this latest ‘Growing Up’ takes the roasts to a whole other level. Several generations of the iPhone are highlighted here, and it’s really very well done.

The video follows a young man from the iPhone 3G’s launch in 2007 all the way to the iPhone X’s launch ten years later.

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Samsung’s latest ad makes direct jabs at multiple generations of the iPhone, and it’s pretty funny was written by the awesome team at Android Police.

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