When it comes to taking digs and jabs at Apple, Samsung has never shied away. Samsung has taken another swing at Apple through a new ad that mocks Apple’s recent iPad Pro commercial.
The Apple ad created quite a stir as it showed various creative tools being crushed by a hydraulic press. The idea was to showcase versatility and creative capabilities of the iPad Pro. However, Apple’s Crushed ad got a lot of criticism as many saw it as a metaphor for the suppression of creativity by technology.
What does Samsung has to say? In a 43-second ad, Samsung’s message is “Creativity cannot be crushed”. The ad has a woman walking through the destruction Apple’s hydraulic crush left behind. Amidst the rubble, she picks up a rather tattered and crushed guitar. She picks up the guitar and starts strumming. The camera then pans to show that she’s reading musical notes on the Galaxy Tab S9 Ultra. Samsung’s message while instruments may be crushed, creativity cannot be.
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
Samsung has a history of taking jabs to target its biggest competitor. One recent ad, titled "Buckle Up," aired just before Apple's iPhone 14 launch, showcasing Samsung's foldable phones and superior camera features, implying iPhone users were missing out. During the FIFA World Cup 2022, Samsung took another shot at Apple for not making foldable iPhone with an ad featuring a stadium full of fans cheering on, formed entirely by Galaxy Z Flip4 phones.
Another campaign mocked Apple's removal of the headphone jack and chargers from phone packaging, portraying Samsung devices as more user-friendly.
For the Crushed ad, Apple had to issue an apology and said that it “missed the mark”. Apple also said that the ad will not be used for TV campaign.
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