FORTUNE — According to Asymco‘s Horace Dediu, Samsung spends nearly $12 billion a year on advertising, commissions and sales promotions — more than Apple , HP , Dell , Microsoft and Coca Cola combined.

Where is that money going? Some of it is being spent on TV commercials like the one above featuring some high-priced actors (Seth Rogen, Paul Rudd and Bob Odenkirk) and some very clever copy writing. If this is the teaser for Samsung’s Super Bowl spot — and not the ad itself — it’s going to be a tough act to follow.

Apple, whose 1984 Big Brother is a classic of the genre, hasn’t run a Super Bowl ad in years.

UPDATE: The official 2-minute Superbowl ad appeared on YouTube overnight.

CORRECTION: An earlier version of this story referred to actor Bob Odenkirk as Saul Goodman, the name of the shady lawyer he plays in the TV series Breaking Bad.