The ads were just meh. Expect the counter move by Apple soon. They're not asleep at the wheel and knew they were coming. The ads for the usability of a large screen phone will be coming out this week I'm sure.
It'd be awesome if they showed how many Notes have been sold since the Note 1 and how many 6+ iPhones were preordered. Now that would show who "popularized" the big screen form factor.