One of the things that annoyed me most about the Super Bowl telecast earlier this month, besides my favorite team not playing, was the lack of Apple ads. Even worse, Samsung used the most televised event of the year to successfully promote their own products.

Last night during The Oscars, Apple didn’t cede the night to the company’s most significant competitor. Still, I’m not sure that just showing up was enough.

As Aldrin Calimlim first reported, Apple’s ad Sunday night focused on Hollywood as they promoted the iPad. Samsung, meanwhile, once again used a cameo from a well known celebrity to get the company’s message out. In this case, their ad starred director Tim Burton.

Take a look at both ads from Samsung, and Apple:

I’m glad Apple spent some money last night. Even better, it was nice to see a movie partially created with an iPhone app win the prize for best documentary. Still, why do I feel that Apple could have done so much more? I mean, Apple used to go bold with advertisements. Now, we’re often left with ads such as this.

See also: Admit It, Samsung’s Super Bowl Ad Is Funny Even Though It Pokes Fun At Apple.