Watch Microsoft Brilliantly Shade Apple With 2NE1's K-Pop Hit in New Ad

2NE1

2NE1/Facebook

Microsoft lets the girl group do the talking to declare (in Korean) 'I Am the Best.'

Technology companies doing side-by-side comparisons in TV ads is nothing new. But subtly shading your competition by soundtracking the ad with a foreign language hit is rather brilliant.

For its new Surface Pro 3 tablet laptop, Microsoft shows where its product excels compared to the Macbook Air. The ad never comes out and says it, but by synching a song from K-pop group 2NE1, Microsoft is declaring "I am the best" ...in Korean, that is.

One of 2NE1's signature and fiercest tracks, "I Am the Best" is a cocky anthem to celebrate all the things to love about oneself. With more than 96 million views on YouTube, the dance-rap-pop hybrid is one of the most-viewed vids ever for a K-pop act and had itself a pop culture moment Stateside when the girls performed it on "The Bachelor" earlier this year.

While Apple execs may not catch the clever shade upon first listen, loads of K-pop fans were delighted by the placement, and by hearing a Korean act in a U.S.-focused commercial. 

Hear the full version of 2NE1's "I Am the Best" below.