The visual joke in this Samsung Mobile ad is pretty small, but it's a pretty small ad (just 15 seconds long) -- and it's also pretty funny.

As an announcer hypes a $300-off deal (exclusively at Best Buy) on the Galaxy S8, we see a close-up shot of a shirtless guy at the beach watching a baseball game on his phone. He takes a call, and suddenly we realize that maybe he's been a bit too glued to his phone. By holding it in one place for too long under the blazing sun, he's given himself the high-tech version of a farmer's tan.

He's none the wiser, and the announcer doesn't say anything about it either, which somehow makes it even funnier.

R/GA New York was behind the ad and Jake Scott directed out of RSA.