I have no idea why Samsung helped produce this short video about cycling, but it's great. The double meaning of “we are greater than i”—it alludes to both the team nature of pro cycling, symbolized by the role of the domestique supporting the team leader, and to the i in iPhone or iPad—is subtle and clever. Unfortunately I don't think most people except cycling fans will really understand the nuance and the twist ending, and it won't turn around Samsung's handset sales declines, but I'm glad I saw it.