SEOUL, Oct. 20 (Korea Bizwire) — Samsung Electronics has launched a bold new marketing campaign calling out Chinese television makers for misleading consumers with what it describes as “fake QLED” technology — a rare instance of the South Korean tech giant directly confronting its competitors.
On October 16, Samsung posted a video titled “Where Is the Real QLED?” on its global YouTube channel. The ad portrays a conflicted TV marketer dressed as a clown, symbolizing deception, as he struggles with guilt over promoting imitation QLED televisions.
The satirical spot appears to target Chinese manufacturers such as TCL and Hisense, both of which have faced lawsuits for allegedly advertising standard LCD TVs as QLED models. True QLED televisions, Samsung emphasizes, use quantum-dot technology to deliver premium picture quality — a segment the company pioneered and continues to dominate.
The new video follows a similar campaign two weeks earlier, in which Samsung mocked false advertising through imagery of incomplete foods — sushi without fish, tacos without tortillas, and hot dogs without sausages — underscoring its claim that rival “QLED” products are missing key components.
A Samsung spokesperson said the series aims to help consumers “understand what makes a real QLED TV” while presenting the message in a playful, accessible way.
“We wanted to explain Samsung QLED TVs in a fun and engaging manner,” the spokesperson said. “Our hope is that viewers will come away recognizing the true standard of what a real QLED television should be.”
Kevin Lee (kevinlee@koreabizwire.com)
