The Cluetrain Manifesto has a great rule about advertising.
74. We are immune to advertising. Just forget it.
But afterwards theres the rule which follows.
75. If you want us to talk to you, tell us something. Make it something interesting for a change.
Well be this a Samsung advert or not, its certainly taken number 75 and run with it. If only all products were this good and the advertising was this clever.