SOFTWARE GIANT Microsoft has released an advert in which it plays the underdog and pokes fun at Apple and Samsung smartphones fans' loyalties.
The advert takes place at a wedding where everything is going fine until someone asks someone else to move so that they can take a photo. From there all hell breaks loose.
Rival sides appear in the wedding party and Apple and Samsung phone users get drawn into a brawl where shirts get ripped off and men get punched into wedding cakes.
"Autocorrect this" says a woman as she punches a man. "Is there an app for that?" yells one man to another.
If you enjoy seeing weddings descend into chaos then you might find this ad a lot of fun. However Microsoft really is struggling in the smartphone world, and apparently it's desperate.
"You think if they knew about the Nokia Lumia they'd stop fighting all the time?" asks one waiter.
"I don't know," comes the reply from his colleague over an image of a man revealing a chest emblazoned with a tattoo of the Apple logo. "I think they kind of like fighting".
The advert is the latest in Microsoft's sort of tongue-in-cheek attempts to wrest customers away from its competitors, and falls on the heels of its various Scroogled campaigns. "Don't fight. Switch" is the message here.
In its Don't get Scroogled campaign the firm has targeted Google and its services repeatedly, saying that they are unfairly weighted towards the company's own services and that this comes at a cost to its users. µ
Next-gen devices enabled by integrating novel materials on silicon
Plus there's a new way to read comics in town
Find out which six games have most impressed us so far this year
Video shows off upcoming handset in Rose Gold compared to iPhone 6S predecessor