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Samsung’s advertisements are often inflated, but every now and then the company manages to get things right. Today, the outfit released a new marketing piece promoting its partnership with the Association of Surfing Professionals (ASP) and guess what? The ad is pretty darn good. Unlike previous efforts, there’s no mention of the competition and product placement is very subtle.

A far cry from the company’s commercials that spend time focusing on the iPhone and its of loyal brood of hipsters, Samsung’s new promo has a humble inspiring feel that will hopefully influence the rest of its ads going forward. However, we probably wouldn’t bet on that.