Sounds bizarre, and it is, but watch the commercial and everything written above actually happens. This isn't an ad in a market like Malaysia, either; it's Samsung's US commercial for its deal with telco provider Sprint.
It reeks of bootleg, and of an impending letter from Microsoft's lawyers, but seeing as Samsung is cozy with the Xbox 360 manufacturer - every 360 demo booth you'll ever see has the same Samsung TV attached, for example - this may actually be cool with everyone involved.
Except for Halo fans, that is. Flying crayfish aren't canonical!