“We would never crush creativity.”
After Apple received flak for its controversial “creativity crushing” ad, Samsung has now taken the opportunity to hit back at its rival with a promotion of their own.
Picking up literally from where Apple left off, Samsung’s new ad shows the aftermath of the destruction of creativity tools caused by a huge hydraulic press. The video showcases a woman walking through the debris of crushed tools, eventually picking up a guitar and strumming it, with Samsung’s Galaxy Tab S9 Ultra serves as her loyal sheet music. The ad, titled “Uncrush“, ends with the simply but powerful message: “Creativity cannot be crushed.”
Created by BBH USA and directed by Zen Pace, the ad was meant to promote Samsung’s new Galaxy Tab S9 series and highlights its features in the spot.
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
Samsung’s ad received a mixed response from X (formerly Twitter) users. On one hand, some believed it was a fitting takedown of Apple’s controversial ad. “Legendary,” one user wrote. “Great response,” another praised.
However, others were not so quick with compliments, believing that it was petty and unnecessary. ““Is this the best Samsung can come up with? Yet another ad mocking Apple. How unoriginal and unimaginative ???? This is getting really tiring, imo. Instead of mocking Apple, why not tout the features that make people wanna choose Samsung over Apple?” one user wrote.
On May 7th, Apple introduced its latest controversial ad, titled “Crush“, which provoked criticism from netizens and public figures for its supposed insensitivity to creativity. Apple responded to the criticism by apologizing and promising not to air the ad on television.
