Bang up to date with its cultural references, Samsung showcases the magical abilities of the S4 and its gesture controls in a new Korean advert.
Sorry Potter sees a young Samsung fan joins the ranks of junior sorcerers at a wizarding school not unlike Hogwarts, where she's summoned to the front of the class for a test of magical ability.
With her S4 providing the actual magic, the wannabe wizard plays music, checks the weather and other tricks by waving her hands over the phone, which can be controlled without touching the screen.
Samsung's AirGesture lets you wave in front of the phone to control certain apps, waving left or right to switch between items, or up and down to scroll. That means you can use your phone while wearing gloves, or without messing up the screen when you have dirty hands.
The S4 also works just by moving your eyes, tracking eye movements to scroll down a page by tilting the phone or pausing a video by looking away.
What do you think of Samsung's latest ad: magic marketing or muggle muddle? Tell me your thoughts in the comments or cast a spell on our Facebook page.