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

Justin Towell

Justin was a GamesRadar staffer for 10 years but is now a freelancer, musician and videographer. He's big on retro, Sega and racing games (especially retro Sega racing games) and currently also writes for Play Magazine,, PC Gamer and TopTenReviews, as well as running his own YouTube channel. Having learned to love all platforms equally after Sega left the hardware industry (sniff), his favourite games include Christmas NiGHTS into Dreams, Zelda BotW, Sea of Thieves, Sega Rally Championship and Treasure Island Dizzy.