Hey Samsung, don’t be a dick

This is Samsung’s new ad for its Galaxy S III phone.

The spot runs for almost 90 seconds. Of that, less than one-third by my count is spent actually highlighting the product’s features and benefits. The rest is spent making fun of Apple. And more specifically, Apple’s customers.

I’m sure it’s a message that strikes a home run with the same wild-eyed Android zealots who troll Apple Web site discussion forums to pick fights, but does this message really resound with anyone else?

And what does it say about a company’s values when they’re willing to spend advertising money to make fun of another company’s customers.

I’d like to offer Samsung some advice by borrowing the words of actor and Internet celebrity Wil Wheaton: Don’t be a dick.