Huawei Pokes Fun at Samsung: Ad Campaign Explained
Yes, Huawei has directly poked fun at Samsung in its advertising, most notably with a 2019 ad campaign that mocked Samsung’s curved-edge display and its placement of the fingerprint sensor. The campaign, which included a video and print ads, was a clear jab at Samsung’s Galaxy S10 series, positioning Huawei’s own P30 Pro as the more practical and innovative choice.
Background: The Rivalry and the 2019 Campaign
Huawei and Samsung have been fierce competitors in the global smartphone market for years, often trading the top spot in global shipments. The rivalry intensified in the late 2010s as Huawei pushed into premium territory with its P and Mate series. In April 2019, Huawei launched a global ad campaign titled “Rewrite the Rules� for the P30 Pro. The campaign included a 30-second video that explicitly mocked Samsung’s Galaxy S10+ in several ways:
- Curved display: The ad showed a person accidentally touching the curved edge of a phone, causing an accidental screen interaction — a direct nod to Samsung’s signature curved-edge display.
- Fingerprint sensor placement: Another scene showed a user struggling to reach the fingerprint sensor on the side of a phone, while the P30 Pro’s in-screen fingerprint sensor was shown as more convenient.
- Camera zoom: The ad also highlighted the P30 Pro’s 5x optical zoom, contrasting it with a phone that had to physically move closer to a subject.
The campaign was widely covered by tech media at the time as a bold, direct attack on Samsung. It was not the first time Huawei had compared itself to Samsung, but it was one of the most explicit and playful.
What Exactly Did the Ad Show?
The 2019 video, which ran on YouTube and social media, showed a person using a phone with a curved edge. As they tried to type, their palm accidentally touched the screen, causing a glitch. The text on screen read: “Curved screens are beautiful. But a palm can trigger them.� Then the ad showed a person using the P30 Pro’s in-screen fingerprint sensor, with the text: “In-screen fingerprint sensor. A more convenient way to unlock.� The ad also compared camera zoom: “5x optical zoom. Get closer without moving.� The clear implication was that Samsung’s curved display was a gimmick that hurt usability, and its side-mounted fingerprint sensor (as on the Galaxy S10e) was less convenient.
Why Did Huawei Do This?
Huawei’s marketing strategy in 2019 was to position itself as a challenger to Samsung’s dominance, especially in the premium segment. The P30 Pro was a flagship with a strong camera system, and Huawei wanted to highlight its advantages over the Galaxy S10 series. By directly mocking Samsung, Huawei aimed to:
- Create buzz and social media engagement.
- Appeal to tech-savvy consumers who value practical design.
- Differentiate its products in a crowded market.
- Reinforce its brand as an innovator, not just a follower.
It’s a common tactic in tech advertising — Apple has done similar things to Microsoft and Samsung, and Samsung itself has mocked Apple’s lack of headphone jacks and slow charging. Huawei’s ad was simply a more explicit version of this.
How Did Samsung Respond?
Samsung did not release a direct video response to Huawei’s 2019 ad. Instead, Samsung has historically used its own ad campaigns to highlight its strengths, such as the Galaxy series’ display quality, battery life, and camera features. In some markets, Samsung ran ads that subtly compared its phones to Huawei’s, but there was no official “war of ads� like the one between Apple and Samsung in the early 2010s. Samsung’s strategy seemed to be to ignore the jab and focus on its own product benefits, likely because engaging would give the mockery more attention.
Other Instances of Huawei vs. Samsung in Ads
The 2019 campaign was not an isolated incident. Huawei has used comparative advertising against Samsung on several occasions:
- 2016: Huawei’s Mate 9 launch video compared its camera and performance to the Galaxy Note 7, though less playfully.
- 2020: Huawei’s P40 series ads highlighted its 50x zoom, often showing a blurry competitor phone (implied to be a Samsung) unable to match the zoom quality.
- 2021-2022: In some markets, Huawei’s ads for the P50 series emphasized its camera and design, with subtle side-by-side comparisons to Samsung’s flagships.
These ads were generally less direct than the 2019 one, but they still aimed to position Huawei as a superior alternative.
Is This Legal and Fair?
Comparative advertising is legal in most countries, as long as it is not misleading. Huawei’s ads did not name Samsung explicitly, but the visual cues (curved screen, side fingerprint sensor) made it clear which phone was being referenced. In many jurisdictions, it’s acceptable to compare products as long as the claims are true and not defamatory. Huawei’s claims about the P30 Pro’s features were accurate: it did have an in-screen fingerprint sensor and 5x optical zoom. The ad’s portrayal of the curved screen causing accidental touches was a subjective critique, but not a false claim. There is no record of Samsung suing Huawei over these ads.
Frequently Asked Questions
Did Huawei really mock Samsung in a TV commercial?
Yes, in 2019 Huawei released a digital ad (aired on YouTube and social media) that showed a phone with a curved screen causing accidental touches, and a side-mounted fingerprint sensor being awkward to reach. The phone was clearly meant to be a Samsung Galaxy S10 series device. The ad was part of the “Rewrite the Rules� campaign for the P30 Pro.
Why did Huawei mock Samsung’s curved display?
Huawei’s P30 Pro had a flat display (or a very subtle curve), and it used an in-screen fingerprint sensor. By mocking the curved display, Huawei aimed to highlight a potential usability issue (accidental touches) and position its own design as more practical. It was a way to differentiate its flagship from Samsung’s.
Did Samsung sue Huawei over the ad?
No, there is no public record of Samsung taking legal action against Huawei over the 2019 ad campaign. Comparative advertising is generally allowed as long as it doesn’t make false claims. Huawei’s ad did not name Samsung, and the features it highlighted were factual.
Is Huawei still mocking Samsung in ads today?
As of recent years, Huawei’s advertising has shifted focus due to its reduced global smartphone presence (partly due to US sanctions). While Huawei still releases ads for its P and Mate series, they tend to emphasize camera and design without directly mocking Samsung. The most notable mockery remains the 2019 campaign.
Does Samsung ever mock Huawei in return?
Samsung has not run a direct response ad mocking Huawei, at least not publicly. Samsung’s marketing typically focuses on its own features and occasionally compares to Apple, but it has largely avoided direct attacks on Huawei. This may be because Huawei’s market share in many regions has declined, making it less of a threat.
What was the exact text in the Huawei ad?
The ad included on-screen text such as: “Curved screens are beautiful. But a palm can trigger them.� and “In-screen fingerprint sensor. A more convenient way to unlock.� It also showed “5x optical zoom� as a tagline. These lines were designed to contrast with the implied Samsung phone’s features.
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