Apple fans are a passionate bunch (I say that as One Of Them). But those who don’t own an iGadget can be just as passionate about their distaste for the fruity brand. Especially Apple’s competitors.

While some of them can come across – well – a bit bitter, Samsung has decided to create quite a clever advert based on this competitiveness. It follows a line of people waiting for a new phone launch (not named but various hints suggest it’s an Apple product). While waiting, they notice a few people nearby using a Galaxy S11, and ask to see it. While some are impressed others dismiss it, with one man saying “I could never get a Samsung, I’m creative.” To which his friend replies “Dude, you’re a barista.

Samsung has managed to suggest that Apple users are brand lemmings, without actually saying it’s Apple!