Remember when Samsung adverts took the piss out of Apple fans?
"Why don't you guys just get 4G phones?" Criiiiinge.
Thankfully, those days are gone, and while the ads we've seen more recently are better, the one Samsung launched at the S8 event yesterday is genuinely really good. As in, we'd almost watch it on purpose good.
I saw this for the first time in a room full of cynical, tired, stressed journos and it got actual out-loud laughs. It does a great job of balancing humour with a touchingly optimistic promise of what VR can be – although honestly that promise is better fulfilled by something like the HTC Vive than the Gear VR.
It does also beg the question of whether something with side-mounted 'prey' eyes can even use a VR headset designed for humans with front-mounted 'predator' eyes. Asking the important questions here.
Still, it got Rocket Man stuck in our heads, and that's no bad thing.