Samsung has been using the "4" numeral a lot in its hype campaign for the next Galaxy smartphone, which makes sense when you consider the Galaxy S III's popularity. The only trouble, though, is that it's pretty easy to imitate, and LG has done exactly that — right above its competitor's Times Square billboards, in fact. Just hours before Samsung makes its most important product announcement of the year, LG has aped the teaser posters' style to promote its own Optimus G phone.

LG's own advertisements are undoubtedly higher and brighter than Samsung's, but with slogans like "LG Optimus G is here 4 you now" and "It'll take more than 4 to equal one LG Optimus G," we have to wonder if the company's feeling a little worried by what its larger rival has in store. As for what that might be, we'll find out when Samsung finally reveals all in New York City this evening — and our liveblog will keep you updated every step of the way.