Samsung confirmed last week that the Galaxy S IV would be unveiled on March 14 at an event in Times Square. Now the company has a few weeks to build up the hype, and it’s doing so in a rather unique ad campaign.

The latest teaser for the Galaxy S IV is setting up a story of a young boy who is given the box containing what we can assume is the Galaxy S IV. It’s either that, or whatever the hell was in the briefcase in Pulp Fiction.

It’s unclear what this new video series will actually reveal about the Galaxy S IV. It might finally confirm some of the rumored specs that have been floating around, like the 4.99-inch 1080p display and the Exynos 5 Octa CPU.

Still, it’s a refreshingly unique ad campaign that’s a far cry from the usual Galaxy S ads that only serve to make fun of Apple fans.

[h/t: CNET]