Samsung thinks the Galaxy S4 would make a dandy Father's Day gift and is launching two ads to make its case.
The first ad features a dad who is using the device's voice-activated search to get some swaddling tips. The second showcases the S4's Smart Pause technology, which pauses video when you look away.
The ads, from 72andSunny, come after Apple launched a Father's Day promotion on its website late last month.
The laudatory ads for dads follow a recent campaign for Samsung TVs that caught attention for its unflattering view of a loutish husband in dire need of an upgrade.