Quick, get the protective wrap onto the sofa -- Nokia has got its claws out, and is scratching away at Apple's iPhone.
Specifically, the Finnish firm's latest advertising opus takes aim at the iPhone 5's camera.
"Every day, more photos are taken on the iPhone than on any other phone," the ad (possibly unwisely) begins, before wading into the fray with, "But at Nokia, we prefer to build for quality, not just quantity."
The clip then proceeds to cycle through a slew of photos taken with both the Lumia 925 and the iPhone 5, showing the difference in quality you can expect to get when you splash out on Nokia's swanky Pureview camera technology.
Of course, you'd be mad to take these comparisons at face value, as they live inside a Nokia advert. The fact that Stephen Elop and pals are focusing on their mobiles' camera chops tells us a lot about Nokia's long-term strategy though.
Bizarrely, the ad is promoting the, instead of the new , which was unveiled last month and features a 41-megapixel sensor, alongside a ginormous camera unit.
We've already reviewed the Lumia 925, and it does have a decent camera -- below is a particularly impressive low-light photo captured using the 925.
We're more excited to get to grips with the Lumia 1020 though, which -- with its beefy hardware -- stands more chance of pushing smart phone photography forwards.
Are you a Lumia fan, or would you rather trouser the iPhone 5? Let me know in the comments, or on our Facebook wall.