Samsung has published its first three Galaxy S4 commercials on YouTube today, and the company has chosen to focus on TouchWiz features rather than the handset’s hardware. The clip above shows off S Translator, while the two below demonstrate Group Play and Sound Shot.

https://youtu.be/UrHYGO7r1rI

Rather than bashing its rivals or shouting about hardware specifications that no one’s really interested in, Samsung’s new ads take a bit more of an Apple approach (there’s a surprise!) by highlighting how its products and features can be used to make your life better.

They’re also very evocative, and filled with happy people who are smiling and laughing because of their Galaxy S4.

I like them. What do you think?

• SourceYouTube
• ViaTechnoBuffalo