If smartphone advertising has a recurring theme, it's that the users of rival products are idiotic obsessives. Samsung made that point with its campaign poking fun at Apple fanboys. Now, Microsoft is making a similar point about both Apple and Samsung fans. The spot below for Windows Phone, from Crispin Porter + Bogusky and director Roman Coppola, takes place at a wedding, where half the crowd has iPhones and half has Galaxies. The bickering starts immediately, and soon escalates into a nasty brawl. A couple of attractive caterers, meanwhile, don't see what all the fuss is about. Can't we all just get along, and agree to buy Windows Phones? Of course, Microsoft would kill, or at least maim, for the kind of smartphone brand loyalty that the other two companies have. For now, the thinking seems to be, If you can't beat them, at least beat them up. And by the way—yes, unfortunately, Apple body tattoos do exist.