Samsung gained prominence in the U.S. by being the Pepsi to Apple's Coke. It doesn't appear it will give up that strategy anytime soon.
On Saturday, the Korean device maker's U.S. marketing team released its inaugural spot in the campaign for its latest Galaxy Note line. It is largely a riposte to the new, larger iPhones. The ad, called "Then and Now," leans on Samsung's initial foray into larger-screen smartphones, which Apple entered this week. It culls up negative reviews from the Note's debut, in 2011, then follows with social media posts, from last week, critiquing Apple.
Additional ads for the Note 4, featuring celebrities, will begin airing next week.
Large-screen smartphones, or "phablets," are the fastest growing mobile category, accelerating by 210% this year, according to IDC.
Samsung spent $1.7 billion on advertising in the U.S. in 2013, according to the Ad Age DataCenter. Its primary agency is 72andSunny, Starcom MediaVest Group, and R/GA.
A day after Apple's announcement, Samsung's marketing team in Korea released a series of videos lampooning Apple, along with a website for the Note, called, "More than Big."
Apple told the website Re/code the first wave of pre-orders for its new iPhone 6 and iPhone 6 Plus is setting records.