Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
It's a lot easier to just batter Apple if you're selling battery life.
When Samsung accused iPhone users of being wallhuggers, there was a roar of approval from Galaxy types and calls to psychiatrists from Apple sorts.
These days, the Korean company doesn't seem in the mood to Apple-bash, so it must resort to other marketing means.
Its latest attempt to sell the Galaxy S7 Edge's battery life feels rather familiar.
Here we have Danny Glover as a bomb disposal expert. He encounters a bomb in a tunnel, set for 12 hours' time.
What else is a bomb disposal expert to do but to lie down and play with his phone?
After all, there's no drama when you're disarming a device that isn't due to explode for a long time.
Luckily, his phone has a 12-hour battery. At least in this ad it does.
Somehow I feel like I've seen this joke from Samsung before. It was in the company's last battery life ad.
In this one, a female bomb disposal expert is disarming what looks mightily like the very same bomb in the latest ad. And she's in the same tunnel.
Who's planting these bombs specifically for Samsung ads? It's a touch warped.
In that last ad, she's being nagged by none other than Glover.
So some might see the latest ad as an amusing sequel. I can't help thinking that it doesn't quite have the memorability of Samsung's anti-Apple efforts.
Or should I give it time?