I noticed that from the very first ad. But you can't expect Samsung fans to get that nuance because Samsung fans typically bash on Apple's users as Dumb, sheep-like, superficial and old. In fact, every Samsung ad of any note bashes on Apple USERS because their fan base itself relishes this attitude.
All Apple does is make ads about their products and what you can accomplish/do with them. Conversely, and unfortunately, Samsung ads especially and other Android Device ads as well have this attitude - that I would argue is driven by an inferiority complex masking itself as intellectual superiority and is pretty pervasive in the Android/Samsung die hard community itself.
There was a whole host of Samsung ads characterizing Apple fans waiting in line as stupid and superficially attached to little things. Then another few Android Phone ads characterizing Apple users as old, including one Samsung and one Nokia ad, if I'm not mistaken. Now this series of ads. The theme is consistent, and unfortunately echoed by many Android fans in message boards on every cell phone article on any news page.
Meanwhile Apple is quoting from Whitman and highlighting the work of every day artists and creative professionals.
http://www.youtube.com/watch?v=PMy5E32ALoA
http://www.youtube.com/watch?v=jiyIcz7wUH0
I mean seriously