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A new ad from Samsung in the U.S. takes an overt swipe at its rival, the AppleiPhone, depicting a lineup of people camping outside an unnamed store in advance of a new phone’s release as a bunch of shallow, unquestioning supplicants.The commercial does not mention iPhones directly, but a character in the line holds one. People in the lineup spot others on the street with the new Samsung Galaxy S II, and become curious.

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“I could never get a Samsung,” says one young man in line. “I’m creative.”

“Dude, you’re a barista,” says his companion in the lineup.

The tag line, alluding to the Samsung smartphone’s 4G capabilities, is “The next big thing is already here.”