Samsung's television commercial for its new Galaxy S phone has a lot of people thinking Halo when they watch it.
The armor seems very similar and the look of the action also has a taste of Halo about it. Of course the flying crayfish starship is about as far off as you can get.
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So just what does Microsoft think about this surprisingly similar ad hitting less than a month before the video game publisher releases Halo: Reach?
We contacted them to find out. Their answer was succinct:
"The commercial in question is not sanctioned by Microsoft."
Does that Microsoft is going to do something about it? They're not saying, yet.