"I know this is going to be one of the most amazing products to hit the market since TVs went color," a wise old limo driver tells our hero, Little Jeremy Maxwell, in the teaser video above. Maybe... but you wouldn't know it from watching this ad.

Little Jeremy, in Samsung's narrative, is the "secret messenger" for the company's Unpacked event on March 14, at which the Korean tech giant is widely expected to lift the curtains off the Samsung Galaxy SIV, a flagship-caliber phone with a 5-inch screen that runs Android 4.2 Jelly Bean. (Here's everything we know about it so far.)

Needless to say, it's quite the task for our tiny, tie-clad protagonist. And in the flummoxing ad above, the boxed product itself is treated with puzzling gravity, glowing like some sort of mysterious celestial object or Tarantino-imagined stand-in for a human soul. Really, it's "a bit like when Vincent Vega gets a look inside the briefcase in Pulp Fiction," says Josh Sith at GottaBeMobile. And did Samsung really have to entrust "the launch of its flagship phone to the most annoying kid in the entire world?" laments Nick Hide at CNET. "How does this stuff get signed off?"

In any case, we'll be at the Samsung event in New York on March 14. Stay tuned.