Anyone who watches the NBA knows that to win it all, you need size.
Samsung wants you to know that it's the same with smartphones.
Oh, Apple might think it's a terribly pretty and clever Steve Nash. But, let's face it, he should be called Steve Gnat when faced with the larger, extra-dimensional presence of LeBron James.
So in its latest ad for the Note 3, Samsung begins to chuckle at just how tiny Apple's device is.
The Note, you see, has 5.7 inches of HD. Apple, on the other hand, has 4 inches of non-HD.
Just as the screen shows James finishing his dunk, the voice, desperate to be as funny as TNT's brilliant Ernie Johnson, says: "LeBron's literally running away from this fella."
The iPhone does look puny in this ad. And it's likely that Apple has been self-conscious about this puniness for some time. It seems clear that there is a large market for a large screen. Few would imagine that the iPhone 6 won't tower over the iPhone 5.
But then there's the question of the pen.
This ad lauds the S-Pen, as if it's something everyone needs. Perhaps, as the ad shows, it can be amusing once in awhile.
But can anyone really imagine Apple offering a little pen to go along with a larger phone? That would be quite a day.
Samsung has done a very good job of making Apple feel a little smaller of late. (Well, everywhere but the courtroom.)
Anyone for an iPhone 6 with a 6-inch screen? The all-new, magical, revolutionary and very, very large iPhone 6. Geddit?