There is nothing like trying to finish off an opponent with superior capability, which is exactly what Samsung is doing up against the struggling Google’s Pixel 2 XL.
While they are not naming the Google Pixel which is currently suffering serious display pains, Samsung has moved to reinforce their smartphone display prowess by rolling out a new TV commercial that pokes fun at rival devices by promoting its AMOLED phone displays superiority, at Google’s expense.
The advert in question has 30 seconds of accumulated clips featuring a range of YouTube reviewers and technology fanatics harping on about just how impressive the Infinity Display on Samsung’s Galaxy S8 and the larger Galaxy Note 8.
Samsung has chosen to flex their superior component making capability and display-making prowess amid reports of trouble with the displays on Google Pixel 2 XL units.
Users are reporting the kind of display burn-in that’s typical of long-term poor usage or very old displays, but the Pixel 2 XL is only a few weeks old.
This issue is apparently not showing up in the smaller Pixel 2, which, coincidentally, uses a Samsung-made display panel.
The Pixel 2 XL, on the other hand, uses a P-OLED screen crafted by LG. OLED screen types are inherently a bit more burn-in resistant than LCD screens when it comes to most models, but Samsung’s Super AMOLED screens offer a bit of additional protection.
Galaxy devices using Samsung’s top-of-the-line AMOLED technologies typically require abusive use, such as leaving the same screen or app open for hours at a time, before they begin to show even minor burn-in.
The timing of this ad undercuts two competitors; not only does Google get a spotlight shined and finger pointed at the Pixel 2 XL’s burn-in issues, but the LG V30 is indirectly panned before its launch even begins in proper.
The phone is made by the same company who made the display on the Pixel 2 XL, so those who hear about those issues and see this ad may do a bit of research, find out about that fact, and end up having serious reservations about purchasing LG or Google devices. Samsung, meanwhile, continues to look like one of the better options for those who care about how the display looks.
As the market leader in OLED display production with a long-standing reputation for producing excellent displays for both smartphones and TVs, Samsung is in a good position to make such a boastful video ad.
One could argue that it’s a little close to the bone, when Google has been prompted to consider the issues of colour, viewing angles and screen burn with Pixel 2 XL handset, which has yet to be released.