With the release of a new flagship smartphone, you can pretty much guarantee that Samsung will release a new marketing campaign taking jabs at the iPhone. But in the case of the Galaxy S5, the company has turned things up notch. In the past we’ve seen Sammy make subliminal references to Apple’s devices, but the company has never mentioned the iPhone by name.

However, that just changed. In Samsung’s new GS5 commercial the company highlights some of the device’s key features and in the midst of showing off its new phone’s camera the ad’s narrator flat-out references the iPhone by name. It’s a direct approach for sure, but at least it’s not taking shots at iPhone owners like previous commercials did. Check out the 60 second spot below.

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