Last week, Apple introduced an ad that received enough backlash to make the tech giant apologize and scrapped plans to air it on TV. Now, rival Samsung has released an ad poking fun at Apple's fiasco by returning to the same scene – but with a different message.
of Apple crush The iPad Pro ad featured creative objects, such as paint, a piano, a record player and books, which exploded under the force of a hydraulic press. When lifted, an ultra-slim iPad appears. The ad doesn't have a human being in it.
Samsung's new ad, released on Wednesday X AND others social media with the hashtag UnCrush, appears to have been shot after the Apple ad.
We would never suppress creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
A person walks through the rubble of crushed objects left behind at the end of the Apple ad and picks up a battered guitar. They then start playing it by sitting down on what appears to be the hydraulic press that Apple used in its commercial.
Here's the trick: They're looking at sheet music on a Samsung tablet.
“Creativity cannot be suppressed,” is Samsung's message at the end of the ad, in front of a screen that reads “Galaxy Tab S9 Series with Galaxy AI.”
Connected: Apple apologizes for iPad Pro 'Crush!' Advertise and take it off TV
This isn't the first time Samsung has shaded Apple in an ad. Samsung mocked the iPhone battery power in 2014, iPhone X notch in 2017, and iPhone cameras in 2022, to name a few LESS.
Apple's ad was circular criticized from many – from Hollywood stars to college professors.
Americus Reed II, a marketing professor at the University of Pennsylvania's Wharton School, said Associated Press that advertising came across as “technology suppressing the life of that nostalgic kind of joy (from earlier times).