The Strangest Samsung Anti-Apple Commercial We’ve Seen Yet

Mmmmm, apples.

Mmmmm, red delicious.

Iceland is so cool. Or weird. Or both.

The land that brought us Bjork and her oddly compelling musical artistry has a new commercial for the Samsung Galaxy S4 that–quite literally–takes a bite out of Apple.

The short ad begins with a poor, sad, white guy in a nice warm vest sitting on a mountainside in what I presume to be Iceland. He’s tapping and listening to an apple. Not an Apple, mind you, but an actual apple, as in the fruit.

After some confused facial gestures, the man is shown smiling and using a Samsung Galaxy S4 device.

That’s when it gets weird.

Once he starts using the Galaxy S4, the electronica music pumps up the volume, and a bunch of what look like cat-burglars in leather or rubber pants show up, complete with black sweaters, ski masks, and knit gloves. They all dance about, as does the now super cool white guy. It’s compelling and fun, and way more hip than that goofy Surface tablet commercial with all the kick-standing. Check it out.

The whole thing ends with the man taking a gigantic bite out of a shiny red apple (we see what you did there, Samsung!), and then, uh, there’s a goat. Or a sheep. I’m not sure which.

Kudos to the advertising team for this bizarre yet strangely compelling advertisement for a smartphone. Whoo boy.