Samsung has launched a fresh attack on its biggest smartphone and tablet rival Apple, Digital Spy said.

The South Korean company pitches its Galaxy Note 3 handset against Apple's iPhone 5S and mocks its iPad Air advert in the video.

Samsung uses NBA star LeBron James to point out that the Galaxy Note 3 is larger in size, "is actually HD", includes an S Pen and features image customisation options.

The second advert pitches the Galaxy Tab Pro 10.1 against the iPad Air, showing that it too is as thin as a pencil.

Samsung claims its tablet is thinner, features a superior HD screen for watching videos and comes with multitasking, unlike the iPad Air.

The feud between the two tech giants has long been reflected in advertising, from as early as the Samsung Galaxy S II against the iPhone 4S.