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Last week, Apple debuted a commercial that sparked so much backlash that the tech giant apologized and scrapped plans to air it on television. Now rival Samsung has released an ad that pokes fun at Apple's fiasco by returning to the same scene – but with a different message.
Apple's Crush iPad Pro ad featured creative objects such as paint, a piano, a record player and books shattering under the force of a hydraulic press. Lifting it reveals an ultra-thin iPad. No one can be seen in the ad.
Related: Is it an iPad or a MacBook? Apple is making it hard to tell by unveiling a 13-inch iPad Pro with an “incredibly powerful” M4 chip for AI
Samsung's new ad, posted on X and other social media on Wednesday with the hashtag UnCrush, appears to have been filmed on the heels of Apple's 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 at the end of the Apple commercial and picks up a broken guitar. Then they start playing it while seemingly sitting on the hydraulic press that Apple used in its advertising.
The highlight: you look at sheet music on a Samsung tablet.
“Creativity cannot be suppressed,” reads Samsung’s message at the end of the ad in front of a screen that reads “Galaxy Tab S9 series with Galaxy AI.”
Related: Apple apologizes for iPad Pro “Crush!” ad, pulls it from TV
This isn't the first time Samsung has outshined Apple in an ad. Samsung made fun of the iPhone's battery power in 2014, the iPhone X's notch in 2017, and the iPhone cameras in 2022, to name a few.
Apple's ad was heavily criticized by many – from Hollywood stars to college professors.
Americus Reed II, a marketing professor at the Wharton School of the University of Pennsylvania, told the Associated Press that the ad acted as “technology that destroys the life of that nostalgic kind of joy (from earlier times).”
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