Honor Mocks Samsung’s “Consistent” Look In New Honor 400 Ad

For the past year or so, Honor’s marketing strategy has consistently revolved around comparing itself to Samsung. The company has used the Korean tech giant as a benchmark, even going so far as to engrave a 166-word ‘mock’ statement on the hinge of the Honor V3.

Now, as part of the marketing campaign for its new Honor 400 series, the company has essentially “mocked” Samsung for keeping a consistent design face for its Galaxy lineup. Its new ad reads: “New Year, Same Galaxy,” subtly criticizing the company’s flagship line.

The bottom row shows Honor’s devices from the last three years, namely the Honor 90 from 2023, the Honor 300 from 2024, and finally the new Honor 400 for this year. The ad shows Honor’s changing design scheme each year, on each of their phones. On top of that, the company’s naming strategy has also been somewhat inconsistent across its lineup.

While Honor is pushing the idea of a lack of innovation from Samsung, the ad has generated quite a wave of criticism for its approach, with a percentage of users finding the consistent design on the S-series to be a more “recognizable” asset.

One could argue that Honor’s push for “innovation,” which, in practice, has resulted in an inconsistent design line, has made it harder for its devices to build brand recognition. The company banks on the idea of making its devices more price-competitive, which can be seen with the Honor 400’s marketing centerpiece being its 200MP camera, for under $300 in China.

This is all we know for now, but rest assured that we will keep you updated as new information becomes available.