Samsung outshines Apple’s crush ad with new ‘UnCrush’ promotion

Samsung Throws Shade at Apple with New Ad Following ‘Crush iPad Pro’ Backlash

Last week, Apple faced backlash over its Crush iPad Pro ad, which featured creative objects being crushed by a hydraulic press to reveal the ultra-thin iPad. The ad, which did not feature any human beings, received criticism for its portrayal of technology crushing creativity and nostalgia.

In response to Apple’s fiasco, rival Samsung has released a new ad that takes a jab at the tech giant. The ad, posted on social media with the hashtag UnCrush, shows a person stepping through the rubble of crushed objects from Apple’s ad. The individual picks up a beat-up guitar and starts playing it while sitting on what appears to be the same hydraulic press used in Apple’s ad. The twist? They are looking at sheet music on a Samsung tablet.

The message of Samsung’s ad is clear: “Creativity cannot be crushed.” The ad ends with a promotion for the Galaxy Tab S9 Series with Galaxy AI.

This is not the first time Samsung has taken shots at Apple in its ads. In the past, Samsung has mocked the iPhone’s battery strength, the iPhone X notch, and iPhone cameras.

Apple’s Crush iPad Pro ad was criticized by many, including Hollywood stars and marketing professors. Americus Reed II, a marketing professor at The Wharton School of the University of Pennsylvania, described the ad as technology crushing the joy of nostalgia.

Samsung’s response to Apple’s ad controversy has certainly caught the attention of consumers and tech enthusiasts alike, adding fuel to the ongoing rivalry between the two tech giants.