Samsung ads have never shied away from taking potshots at its competitors, particularly its biggest rival, Apple. The latest ad for its Galaxy S5 is no exception as it seems to highlight its newest smartphone by making fun of iPhone users and not really expounding so much on the features, but concentrating on its battery use instead.

The new ad is called “Wall Huggers,” their pet nickname for those who are constantly plugged in to the wall because of the notoriously short battery life of the iPhones. The advert takes place in an airport, where they show people constantly glued to the wall, and as the narration says, “…denied the freedom to enjoy even the most basic things.” It also shows Samsung users just going around, eating wherever they want, talking to whomever they know or want to talk to, not stuck “until your battery says so.”

The idea for the ad is due to the fact that the Galaxy S5 wants to highlight its Ultra Power Saving Mode, where you can set your phone to use this on six applications, including calls, messages and your web browser, when you’re running out of juice. In the ad, one of the Samsung users shows that she can still last for 1 day using the mode, which also turns the phone black and white. The ad also highlights the removable battery aspect of Samsung phones, which is something that iPhone users have never experienced. (and apparently are baffled with)

Samsung previously mocked its tablet rivals Apple’s iPad, Microsoft’s Surface and the Kindle Fire when it released an ad for its Galaxy Pro series, criticising them for several features that they were harping on, and Samsung claimed it can do more. They had also previously run an ad campaign for their Galaxy Note 3 and their Galaxy Tab Pro 10.1, comparing it to Apple products and saying that size does matter.