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In the year’s most obnoxious marketing stunt, smartphone maker Samsung has rebranded the busiest terminal of London’s privately owned Heathrow airport.

Terminal 5 for two weeks will be known as “Terminal Samsung Galaxy S5,” effective Monday.

“The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal—at the entrance and drop-off locations, in the lounges, at security and at the gates,” Samsung explained proudly, as if what it was doing was not shameful. “In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand ‘Terminal Samsung Galaxy S5’ and images of the Galaxy S5 smartphone.”