It’s not often that Samsung one-ups Apple in its marketing campaigns, but the South Korean company has done just that with its latest ad, “Uncrush.”
Earlier this month, Apple unveiled the long-awaited new iPad Pros, which feature OLED displays and the M4 chipset. They are also the thinnest devices that Apple has ever made. To show off that thinness, Apple released a new ad called “Crush.” The ad showed an industrial compressor smashing things like a guitar, piano, paint, sculptures, and more. When the compressor retracts at the end of the ad, only an iPad Pro is left in place of the destroyed creative tools.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG
— Tim Cook (@tim_cook) May 7, 2024
Apple’s “Crush” ad was a rare marketing miss for the company. The spot angered a lot of creative professionals who said it symbolized technology’s destruction of human creativity. Apple later issued an apology for the ad, saying it “missed the mark” and that it wouldn’t run it on TV.
So, that was the end of the ad drama, right? Not so, thanks to Apple’s arch-competitor, Samsung.
Samsung’s response
Samsung has now released an ad called “Uncrushed” in response to Apple’s “Crush,” and whether or not you agree with the stance among some creatives that Apple’s ad was—intentionally or not—promoting technology’s destruction of human creativity, you have to admit that Samsung’s response is brilliant.
In the “Uncrush “ad, we are thrust back into what is supposed to be the same room with the same industrial compressor from Apple’s ad. Broken and crushed physical creative tools lie everywhere. (Even the paint from the crushed paint cans in Apple’s ad still stains the compressor in Samsung’s ad.) We see a pair of feet walking through the destruction, then a woman picks up a guitar that was only partially destroyed by Apple’s compressor. She begins playing it as she reads sheet music from a Samsung tablet.
The ad ends with the tag “Creativity cannot be crushed.”
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
While most people would probably agree Apple’s iPad Pro blows away any tablet made by Samsung, there’s no denying that Samsung has candidly beat Apple in the marketing department this time around.
Login to add comment
Other posts in this group
At first glance, your Kindle might seem like a no-frills reading device: straightforward, minimal, and focused on the basics. Kind of like an actual book, huh?
But beneath its simple exterior lie
Few statements communicate a sentiment more directly than the four words Jack Dorsey, a cofounder of Twitter, posted over the weekend o
Two California Democrats have introduced a bill that would allow rideshare drivers to bargain with gig companies, including Uber and Lyft, for better pay and certain benefits.
The measur
OpenAI on Monday launched its new AI model GPT-4.1, along with smaller versions GPT-4.1 mini and GPT-4.1 nano, touting major improvements i
Daters: It might be time to spring clean your dating app profile.
More than 50% of young Americans have gone on a date with someone who looked different from their profile photos, accord
Mauritania isn’t typically a major tourist destination. But its only railway has recently become the subject of a viral TikTok travel trend: riding the “Iron Ore Train.” This 437-mile journey thro
Sony said it will raise prices starting Monday for some
