I'd say the ads are good in that Samsung is putting more of an emphasis on the actual product rather than user stereotypes (the store lineup ads really just suggested that Samsung was hugely envious of Apple).
With that said, I think Samsung is trying a bit too hard in places. See the Note 3 pen support for example. The company is practically bending over backwards to find use cases for the S Pen, which is really a tacit admission that most people don't actually need it. That and claims like "higher resolution" (in the case of the tablet). What exactly does that mean for normal people? Samsung needs to talk about improvements that everyone can understand, or else it's falling into the specs oneupmanship that hasn't helped Samsung (or Microsoft, or anyone else) compete against Apple in the past.