Samsung's television commercial for its new Galaxy 5 phone has a lot of people thinking Halo when they watch it.
The armour 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.
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.