There’s a part in every tech journalist that instinctively rejects the idea of writing about a billboard. Ads are rubbish, and a billboard is just a really big ad.

Samsung, however, has taken the dull-ass billboard concept and built a huge 80-meter high and 40-meter wide ‘replica’ of a Galaxy S7 Edge across the entire side of a building in Sokol, Moscow, including giving the effect of having the same curved edges. And while these marketing exercises often end up looking pretty crappy, the drone footage above shows that this one is an exception.

Yes, it’s still just a huge ad, but credit where it’s due.

I can’t imagine battery life being very good with a screen that large though.

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