Aside from a certain East Coast professional franchise win, the real prime time special was Samsung‘s “The Next Big Thing” Super Bowl spot. Featuring the likes of Seth Rogen, Paul Rudd and LeBron James, the three combine efforts to promote the brand’s Galaxy S III smartphone. In the midst of their self-deprecating brand of humor, Rogen and Rudd battle it out for a shot at being Samsung’s ‘next big thing,’ only to ultimately compete for second place. The humorous spot comes as a follow-up on last year’s “Next Big Thing” campaign, which was expertly handled by LA’s 72 and Sunny. Enjoy the piece above.