Apple has a couple of new ads for the iPhone 5 - and we have a feeling they aren't going to go down too well with some of you.
The ads, titled 'Brilliant' and 'Discover', are essentially an inoffensive showcase of the device and some of its better apps.
But alongside the familiar pinching, swiping and pointing, the clips also feature a rolling list of adjectives which, when one is 'selected' on screen, is accompanied by a Sesame Street style 'shout' of that word.
So imagine a group of people shouting 'brilliant', and then imagine how annoying that might be. That's about it.
It's also arguable that the flashing list of words is a little, er, 'subliminal'. The terms on the list include:
Hmm. Take a look at the ads below - what do you think? Do they show off Apple's flagship product well, or is this another misstep by the company's marketing department?