While smartphone users in general may eventually be caught in the crossfire brought about by Apple and Samsung’s patent battles, a very specific group of smartphone users has become collateral damage in Samsung’s new anti-iPhone advertising campaign: baristas. Samsung’s first run in its new campaign included a quick poke at a creative barista, but now the men and women who serve up hot coffee on a daily basis are the focus of Samsung’s playful attack. Dubbed “Urban Camping,” the company’s new ad kicks off with a pair of Galaxy S II users mockingly admiring an iPhone-toting barista’s latte art. When the barista’s friends enter the coffee shop excited to go camping, one Galaxy S II user harnesses the phone’s 4G speed to instantly reserve a camp site for everyone to use. The simple-minded iPhone owners become disheartened, clarifying that they’re simply camping out on line while waiting for the new iPhone to be released. Hipsters in general were addressed in Samsung’s earlier ads, but the company appears to now be “Samsunging” more specific groups of consumers it deems likely to own iPhones. With Super Bowl XLVI coming up on February 5th and Samsung having lined up a pricey ad spot, baristas may want to avert their eyes and hide their coffees during commercial breaks this year. The new Galaxy S II ad can be watched in full below.

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.