LG's commercial for the BL40 is a big pile of awesome.

Damn it, LG. We found comfort in chalking you up as that phone manufacturer who, though they managed to sell a bajillion phones each month, didn’t do anything awesome.

Then you went and made the BL40, a phone which has a soft-spot in our hearts for being absurdly long. (Really. If you get shipwrecked in the middle of the ocean, you could use one BL40 as a raft and another as a paddle.)

Then you went and started that insanely clever serial number campaign.

And now… now you’ve done this:

If you’ve spent the last 40 years wondering what the hell the Monolith was, now you know: it’s a big ass cell phone. You’ve redeemed yourselves to us, LG.