The video was shared on X by @SamsunMobileUS.
Apple’s recent iPad Pro 2024 ad sparked controversy as it depicted musical instruments and creative tools being crushed by a hydraulic press, unveiling the sleek gadget in the end. Samsung wasted no time in retaliating with its own jab through an ad called ‘UnCrush’, posted on X.
In the ad, a woman is shown amid the aftermath of destruction, picking up a damaged guitar and playing it while using a Galaxy Tab S9 series device. The ad, crafted by BBH USA, features a scene reminiscent of Apple‘s set up, with wrecked objects strewn about and a paint-splattered hydraulic press. The woman’s act of creativity is highlighted with the onscreen line, “Creativity cannot be crushed,” serving as a clear dig at Apple’s message.
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
Directed by Zen Pace, the spot is set to circulate on social media platforms. Apple had intended their ‘Crush’ ad to symbolise the creative potential of the iPad Pro 2024, but it was interpreted by many as a darker metaphor of Big Tech overshadowing human creativity in the age of AI.
The video reached 5.3 million views on X.
The ad is called, ‘UnCrush.’
One user wrote saying, “o then how did that guitar get that way? You just found it like that?” Another user said, “Samsung’s inspiration lies in Apple’s creativity.” A third user commented, “People are gonna hate this And that proves everything. Good job on this one.”
