With the recent release of Apple’s iPhone 5, the fight between Samsung and Apple is not ceasing anytime soon. Samsung decided it was time to revive their famous “Next big thing is already here” marketing campaign and I recently caught the latest commercial on TV. As an Apple user, I still love the commercial, which I find extremely witty.

This commercial relates back to our lecture on positioning as a part of marketing. Samsung is doing what the QuickMBA article refers to as “repositioning the competition”. The tight competition between the Samsung Galaxy and iPhone makes it perfect for Samsung to air this commercial as a way for consumers to consider the iPhone in a different way. In the commercial, the many Apple customers are made to look ridiculous for spending countless hours lining up for the new iPhone when the supposedly better Galaxy S3 is “already here”. Even if you’re not a Samsung fan, I’m sure you will be able to appreciate this amusing commercial.