It seems like only yesterday that Apple decided it must show Motorola's new Droid X phone as having more signal problems than the average British railway line.
Would Motorola stand by and let Apple suggest the Droid X had just the same antenna issues as any other cell phone?
Well, a previous Droid X ad had already offered these words: "And most importantly, it comes with a double antenna design. The kind that allows you to hold the phone any way you like and use it just about anywhere to make crystal clear calls."
So who could be surprised that, according to Droid Life, a new Droid X ad has launched, one that tries to mock the iPhone for its sartorial inelegance.
The headline reads: "NO JACKET REQUIRED". Yes, this is a reference to the bumpers that Apple is now giving away free to iPhone 4 purchasers.
And the copy entices with all the subtlety of an American Apparel photoshoot: "At Motorola, we believe a customer shouldn't have to dress up their phone for it to work properly. That's why the DROID X comes with a dual antenna design. The kind that allows you to hold the phone any way you like to make crystal clear calls without a bulky phone jacket. For us it's just one of those things that comes as a given when you've been making mobile phones for over 30 years."
For all the biting banter of this ad, I still find it hard to find too many people who are truly having a serious problem with their cell phone antennas, be they users of iPhones or of any other magical device.
Perhaps this is largely because people don't bother making phone calls any more. Or perhaps in this long and interesting summer, people just need something to talk about. Over e-mail, on Facebook and in the blessed real-time coffee shop that is Twitter.