• by Todd Wasserman , November 6, 2022

Samsung once again takes on Apple in a new ad called “On the Fence.”

In the ad, via Slap Global, a man is literally sitting on a fence when someone asks him what he’s doing.

The man replies that on the Samsung side, they have folding phones and epic cameras. Two people on the other side (presumably Apple) try to convince the man to stay.

“You don’t want to leave,” he says. “We’re waiting for all that to come over here.”

“It’s already over there,” the man replies.

“That’s what we do,” says the other man. “We wait."

A headline then appears: “Time to get off the fence.”

Samsung has been taking a combative stance since about 2013 when the Galaxy S III smartphone achieved parity with Apple’s iPhone in sales. But earlier than that, in 2011, Samsung ran an ad taking on the Apple lemmings who stood in line to wait for the new iPhone.

This new ad is the latest in a long line of Samsung ads that appear to be working to deflate Apple’s high expectation -- at least for some people.