TBWA/Media Arts Lab and Apple launch a set of four new commercials that show off the iPhone 5. In a series of cheekily voiced spots that each focus on one specific aspect of the phone, from its redesigned earbuds, panoramic camera and how thin it is, to why its screen size is absolutely perfect, not too big or too small. The last one might be a not-so-subtle dig at Samsung, who has been talking about its phone's massive screen for a while now, to show that when it comes to intelligent design, big isn't necessarily always better. We'd feel sorry for Samsung, but they probably had it coming.

While historically Apple hasn't shied away from digging at its competitors, most notably in the award-winning Mac vs. PC campaign, but this latest ad seems a new turn for its product demo commercials, which typically have let the devices speak for themselves. Could Apple be acknowledging that there's a new big threat in town?