Fair enough. Just to be clear, I'm not as much talking about the effectiveness of one ad versus another than I am about the statement their ads are making. It just seems like Apple has nothing new to showoff, whereas Samsung does, and that says something.
I'm not going to argue with that because you're spot on. Apple advertises the features it thinks people will care about, and the noise-cancelling microphone is an obvious one. Being able to use Siri and talk on the phone in a noisy environment is something that can benefit absolutely everybody; not just the proportion of people that have a use for that feature like, say, Android Beam.
Likewise with the advert about getting smaller; nearly every major smartphone manufacturer has joined the thin race because people want thinner and thinner phones. Advertising that feature is just good advertising sense.
Samsung may well be showing off new features but they're arguably not as useful as the ones that Apple is showing off.