LG has to be hoping that come tomorrow, its brand new G6 smartphone won’t be immediately overshadowed in the minds of consumers by Samsung’s Galaxy S8. The two phones are similar in that they’re both all screen with a tiny surrounding bezel. Each has its own advantages; in the case of LG, that’s really the wide-angle camera lens on the back (and a flat display, if you’re a traditionalist like me).

But for its first TV spot meant to sell you (and millions of other people) on the G6, the company is really focused on that screen and its friendliness to one-handed use thanks to a 2:1 aspect ratio. It starts by peeling off what you’d expect a traditional phone’s bezel to look like, and the tagline is “The big screen that fits in your hand.”…

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