Samsung's commercials are often a mixed bag. Sometimes they stumble on a smart idea and execute it well, other times they get stuck repeating themselves and seeming rather petty about it. Luckily, this latest set of commercials for the Galaxy S7 is in the former category. Because if you're going to suffer through these ads for the next few months, they better be good ones, right?

The first commercial, Why? debuted at the Oscars on Sunday and shows a number of celebrities and people asking why can't their phones have a specific feature. Among them is Wesley Snipes who wants to store all of his movies, Lil' Wayne who'd rather seem reckless pouring champagne on his phone but know it'll survive, James Harden who's grumpy for his late cameo appearance in the video, Doc Rivers who only cares about pick and roll defense, and finally William H. Macy aka Frank Gallagher shamelessly daydreaming about being a great spokesperson for the Galaxy S7. His dreams are suddenly materialized through the magic of the Gear VR.

Next up, The Dark celebrates all the cool and interesting things that happen in the dark, including blackmail material, crazy dares, and even some below average guy's chance at kissing an attractive girl. The goal is to convince you that you should have a phone that saves all these memories, even in low light. It's all narrated in a cheeky style that's sure to get a smile, if not a chuckle from you.

And finally, Water is about the importance and weird uses of water in our world and culture, from a hot model being simply 72% 73% water to water beds, religious baptisms, and more. The voice over is done by the same person as the second commercial and in the same style. It finally ends up asking, "Why in the world would you get a phone that can't get wet?" Double entendres aside, this is Samsung silently snickering at everyone who bought any of its flagships from last year, isn't it?

Of all the ads Samsung has made in past years, I think these are the best. They don't take themselves seriously, but they don't give you that impression of trying too hard to be nonchalantly funny either. They're cheeky, smart, and focus on selling you on specific aspects of the phone (while very subtly hinting at the missing features in the competition).