Usually the people who label the Apple iPhone as overrated (like me) are the ones who can’t afford it (again, like me). Those who do care to listen to the rumours circulating about the iPhone are often caught up in what is essentially just pure hype. (I heard it can tell you what song is being played in a club by just holding it up near the speaker. I can’t even do that). So when Samsung comes along and puts out a series of YouTube videos that show off the functionality of its offering rather than simply endorsing its own hype, maybe a few more people will listen.

Also, it helps that the videos are presented in an interactive narrative that reinforces the brand’s identity. Samsung urges the viewer to “follow their instinct” by using YouTube’s annotations (the two recommended/related videos that pop up after you finish watching a similar clip). Now you can guide yourself through a story which uses the Instinct phone as the focal point for crucial decisions.

Apple may have the edge right now, but the Samsung Instinct is showing its credibility as a more serious phone (and at the very least this ad is definitely better than their last viral that we featured).