So I'm watching the French Open on NBC and they keep running this Samsung commercial on their series 9 laptop. It's basically a shoot out between the series 9 and a MacBook Air look alike; they talk about battery life and boot times but then reference it's "killer design". And at the end the MacBook Air clone gets shot. Their phone ads make fun of people standing in line waiting to buy (obviously a dig at Apple fans). Did someone in the executive suite tell the ad department to focus every ad on Apple? . outside of the Mac vs PC ads has Apple 2.0 ever directed their advertising against a single competitor like Samsung is?