Seems like everyone wants to try and rain on Samsung's parade - or least piggyback on the hype.
The South Korean giant's next flagship phone, the Galaxy S4, is set to be unveiled later on Thursday in New York.
Ahead of the announcement, LG has hijacked the company's Times Square teaser adverts with its own ads for the Optimus G.
Above Samsung's 'Be Ready 4 The Next Galaxy' billboard, LG has placed a very similar looking video ad with the text: 'LG Optimus G is here 4 you now!'
The prank even made it into Samsung's own promo video - noticed by Engadget and copied below (skip to :49 and 2:04).
The wraps will be taken off the widely-leaked Samsung phone at Radio City Music Hall, not far from Times Square, at 11pm BST.