Samsung’s already launched its first smartphone with a curved glass display, but that’s just a little taster of things to come from the South Korean consumer electronics giant. In fact, the Galaxy Round actually looks pretty boring when you compare it to the smartphone depicted in these Samsung patents, which features a wraparound display that extends around the edges of the device.

LG may not think the Galaxy Round is a real curved glass smartphone, but Samsung certainly does. In fact, its first Galaxy Round TV ad is all about things with curves… such as a baby’s hand, an avocado, an egg, a glass, and a hip flask.

It’s quite possibly the strangest smartphone ad you’ll see this week.

LG has today unveiled the G Flex, its first smartphone with a 6-inch curved plastic OLED display. It’s the “world’s first real curved smartphone,” according to LG — which has clearly chosen to ignore the recently-released Samsung Galaxy Round — and it boasts a “self-healing” back cover that has the ability to recover from daily wear and tear.

Samsung’s flagship smartphones have been a big success ever since the hugely popular Galaxy S II, so it’s no surprise to see the latest is doing well. Since making its debut back in April, the Galaxy S4 has surpassed 40 million sales worldwide, according to Samsung CEO JK Shin.

We already know that LG is working on its first smartphone with a curved-glass OLED display; the company itself has confirmed it, and we’ve seen a number of leaked press renders. And now the device has been pictured out in the wild with a 13-megapixel rear-facing camera, and buttons on its back.