Samsung advert features Master Chief. Or does it?

Will the real Master Chief please stand up? We're going to have a problem here. Or, rather, Samsung may have a problem here - unless they've specifically asked Bungie for permission to use the likeness of Master Chief in their latest mobile phone advertisement. It's not even just a still image - this is a video of a soldier in Spartan armour. Sure, he takes off his helmet on camera so it couldn't be Master Chief... but show any gamer the video and they would surely say 'Halo' to you in a quizzical manner. Check it out.

Let's just put them side by side.


Come on, it's not even 'based on' the Spartan design. Look at the central indent and the smaller notches in the top of the helmet. The bottom of the visor. There are even two circular details on each side. It's the same damn thing. 

We've contacted Samsung's press office for comment and will update the story if they get back to us. Let's hope Samsung has permission for this... or that Bungie graciously let it slip by on the free publicity they're getting. What do you think? Smell a lawsuit coming?

24 Aug, 2010


  • HKurban - September 18, 2010 12:57 a.m.

    About it being the Halo Movie, I highly doubt it, and here's why. If you look closely at the background, you'll notice that the battle is taking place within someone's hand, in keeping with the ad's theme of "in the palm of your hand". The crash that takes place during the chase happens in between two closing fingers. Unless the Halo movie is designed to be trippy, I doubt that this is footage from anything officially made for the Haloverse.
  • Acetahu - August 30, 2010 8:10 a.m.

    You know Zeb364 could be right! This could be what they were thinking for the Halo movie. It could be a *GASP* preview of whats to come in the near future.
  • zymn - August 25, 2010 11:10 p.m.

    i thought the EXACT same thing the moment i saw it. at first i thought it was a Reach trailer, but then i saw the ships and thought "what the hell is this?"
  • Shane1403 - August 25, 2010 7:20 p.m.

    its obviously not master chief, they changed a good few things (such as his sudden ability to remove his helmet)but that is definately based off of him and that alien is either a brute or an elite but otherwise no nothing like halo
  • reach110 - August 25, 2010 6:16 a.m.

    anybody else notice Batman's belt buckle on his chin?
  • JohnnyApplesperm - August 25, 2010 4:08 a.m.

    Wow, that's crazy. I mean they were obviously going for the generic epic space marine kind of thing, except that suit is WAY too similar to be a coincidence. sixboxes is right though; I probably wouldn't have even seen this commercial had this article not existed, so in a way their PR worked, sorta?
  • mrmorozov987 - August 24, 2010 10:47 p.m.

    That was exactly the first thing I thought when I saw the commercial. "Wait... the Halo movie's coming out already? Oh..."
  • DarkTone - August 24, 2010 10:45 p.m.

    "Me and Cortana always use a Samsung when running from an enemy thats not the covenant" Wow. Expecting that red flagged soon.
  • batmanboy11 - August 24, 2010 8:37 p.m.

    That is almost exactly the same armor. WTF?
  • shyfonzie - August 24, 2010 8:12 p.m.

    I saw that yesterday, and thought "Oh it's Halo Reach...Waitttttt a second!!"
  • Transmatrix - August 24, 2010 7:39 p.m.

    MS own Halo, right? And this is an advert for a phone running Android, right? The poop has hit the fan...
  • BoltActionRevolver - August 24, 2010 7:02 p.m.

    Still free advertising, but will they like having it on an ad for a samsung phone? We know who its marketed to though
  • Fuzunga - August 24, 2010 6:40 p.m.

    It's not Bungie's problem any more, though, is it? Doesn't MS on Master Chief?
  • oufour - August 24, 2010 4:31 p.m.

    i actually like the commercial one a little bit better.
  • Toastie - August 24, 2010 2:55 p.m.

    I agree with zeb364. I'm still curious about this though
  • Crypto140 - August 24, 2010 2:43 p.m.

    Master Chief must be getting desperate to appear in a phone commerical. I am shocked on account of him being "dead".
  • db1331 - August 24, 2010 2:28 p.m.

    I saw this commercial last night and thought it was going to be an ad for Reach. I was pretty surprised when it was just a phone ad.
  • mastersword369 - August 24, 2010 1:51 p.m.

    It can't be Master Chief, because Chief doesn't die!
  • sixboxes - August 24, 2010 1:35 p.m.

    Sometimes I wonder if companies do this to bait others into giving them free PR. A huge company like Microsoft taking legal action against another huge company like Samsung is going to make some mainstream media. Google searches for "MS sues Samsung" go through the roof. It becomes a trending topic on Twitter. Then YouTube searches for "Samsung Galaxy S commercial" go crazy until Samsung finally relents and pulls the ad. But the publicity for them is orders of magnitude greater than a "normal" commercial. ...there's your tinfoil hat theory for the day.
  • teapotking - August 24, 2010 1:31 p.m.

    As a side note, the white and orange ship in the video looks like the bastard offspring of a covenant Seraph and a Snowspeeder from starwars *bowchickawowow*

Showing 1-20 of 31 comments

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