Making fun of Apple is approaching shooting-fish-in-a-barrel territory for the company's rivals, but in a break from the norm, Microsoft's latest effort is actually kind of humorous. Who'd have thunk it?
The clever, two-minute parody video does a pretty decent job of taking the mickey out of Apple's newly-launched iPhone 5C and iPhone 5S handsets, in a fly-on-the-wall style video.
The clip features a "presentation" from fake Apple staff, pitching the merits (or lack thereof) of the new handsets, mocking the colour scheme, "unashamedly" plastic materials and Touch ID fingerprint sensor.
The killer line? "And you know what the beauty part is? We can charge whatever we want, bro!"
Time to switch?
The video, which has been taken down by Microsoft, probably by design, continues to exist on YouTube ends with the hastag #timetoswitch.
It's by no means the first time Microsoft has assumed the position as chief Apple agitator, it's recent Windows 8 vs iPad commercials have had their moments too.
Will it encourage people to switch in the same way Samsung's Next Big Thing commercials managed to make Apple seem uncool?