If you can't join 'em, beat 'em. OK, that's not how the saying goes, but it seems to be Microsoft's message in its latest Windows phone ad.
While Samsung and Apple battle it out, Microsoft's message is "Don't fight. Switch."
The ad is set at an Apple and Samsung wedding. No, the two companies aren't getting married, but on the bride's side you've got iPhone owners and on the groom's Galaxy S users. During the wedding, an all-out fight erupts between the two sides of the aisle.
Yes, even a man with an Apple chest tattoo appears to defend his beloved iPhone. In the middle of all the fighting, two Windows phone owners - Nokia Lumia 920 owners, to be specific - ask themselves, why everyone is fighting?
Apple and Samsung have been duking it out both on store shelves and in the courtroom in the past few years. Apple has sued Samsung for patent infringement and attacked Samsung's recent Galaxy S4 smartphone, and Samsung ran a series of ads last year poking fun at Apple users who were waiting in line for the next iPhone.
While the two leaders battle it out, though, Microsoft's Windows phone continues to vie for market share. Android holds 70.1 percent of the market, Apple's iPhone 21 percent, and Microsoft's Windows phone is down at 2.6 percent, according to analyst firm IDC's latest numbers.
But perhaps some clever marketing can help with that. Microsoft's message is clear: The iPhone and Samsung phones won't love you unconditionally, so you should switch to Windows phone, if only to avoid the brutal fight.