Samsung Hid a Truly Epic Diss on Apple at the End of Its New Galaxy Ad

A perfect easter egg for viewers

Headshot of Tim Nudd

Yesterday we wrote about Samsung’s new spot, which aired during NFL broadcasts, for its Galaxy family of phones. All 60 seconds were pretty brutal toward archrival Apple—the commercial amounted to a takedown of a full decade of iPhones.

But did you see the most savage diss of all? It’s right around the 52-second mark, as we pan past an Apply fanboy waiting in line for the iPhone X.

That’s right—the guy’s haircut mimics the infamous “notch” at the top of the iPhone X screen. This notch has been the subject of much derision among Apple detractors, who see it as a black eye on the device—particularly since rival products, like Samsung’s own Galaxy S8, have a full edge-to-edge display.

We’ll admit to not noticing the dude’s haircut the first time around. But in a way, that’s even better—it’s Samsung’s sneakiest insult yet, and a great little easter egg for viewers.

The spot was made by Wieden + Kennedy in Portland, Ore.

Client: Samsung

Agency: Wieden + Kennedy Portland
Executive Creative Directors: Jason Bagley/Eric Baldwin
Creative Directors: Brandon Davis/Stuart Brown
Copywriter: Derek Szynal
Art Director: Caitlin Alexander
Director of Production: Matt Hunnicutt/Mike Davidson
Senior Integrated Producer: Deb Drumm
Account Team: David Newsome/Ralph Lee/Michael Devine
Business Affairs: Laura Caldwell

Production Company: Biscuit Filmworks
Director: Isaiah Seret
Partner/Managing Director: Shawn Lacy
Executive Producer: Darren Foldes
Head of Production: Mercedes Allen
Producer: Kim Bradshaw
Director of Photography: Alwin Kuchler

Editorial Company: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Leah Turner
Assistant Editor: Josh Sasson
Executive Producer: Marlo Baird
Producer: Marguerite Olivelle

VFX/Finishing Company: The Mill
Executive Producer: Enca Kaul
VFX Producer: Adam Goins
2D Lead Artist: Steve Cokonis
2D Artists: Edward Black, Krysten Richardsen, Tom Leckie, Clarke Rives, Christel Hazard, Steve Gibbons
3D Artists: Chase Webb, Itai Muller, Marissa Krupen, Monique Espinoza, Steven Olsen
Animation: Patrick Kipper

Grade Company: The Mill
Colourist: Gregory Reese
Executive Producer, Colour: Thatcher Peterson
Colour Assist: Gemma Parr/Asa Fox
Colour Producer: Diane Valera

Mix Company: Lime Studios
Mix Engineer: Mark Meyuhas
Assistant Mix Engineer: Peter Lapinski
Executive Producer: Susie Boyajan
Music Company: Chances With Wolves

@nudd Tim Nudd is a former creative editor of Adweek.