Samsung Strikes Back: Unveiling the 'Crush!' Ad Response to Apple's iPad Pro

Article Brief:

Samsung’s mobile division has responded to a poorly received Apple ad that critics called hostile to creativity with a spot of its own, per details shared with Our Website.  

In the video "Crush!" by Apple, art supplies and instruments are crushed to create the latest iPad Pro. Samsung's response video, "Creativity Cannot be Crushed," shows a person exploring the aftermath of Apple's ad and finding a damaged guitar to play with the help of a Samsung tablet.

Agency BBH USA and filmmaker Zen Pace quickly put together the response video after Apple faced backlash for "Crush!" Apple apologized for the ad, which caused a social media uproar, and decided not to air it on television.

Samsung Challenges Apple in the Advertising Arena

Samsung is making a bold move against Apple, its rival, who is currently facing backlash for a commercial that did not sit well with creatives, a key audience for tablets. The campaign titled "Creativity Cannot be Crushed" was swiftly launched, highlighting the need for marketers and agencies to keep up with the rapid pace of social media conversations.

Apple has already apologized for the "Crush!" ad and made changes to its media plans. The ad was created to promote the latest iPad Pro, which is the thinnest device ever made by Apple. The ad shows a large metal press squishing various objects, like a piano and sculpture, into a compact tablet.

The "Crush!" ad can be interpreted in different ways. It suggests that the iPad Pro offers a wide range of media capabilities in one device. It may also be a nod to the popular hydraulic press videos on platforms like TikTok, where industrial machines crush different items.

However, some viewers perceived the commercial, created internally, as a criticism of creativity. With the increasing presence of generative artificial intelligence, people have become more protective of art made by humans. Apple markets the iPad Pro as capable of managing AI tasks, a claim also made by Samsung for its tablets.

Samsung is taking advantage of Apple's recent marketing misstep by promoting its Galaxy Tab S9 series in a new commercial. The ad goes beyond just poking fun at Apple. It features a musician finding a damaged guitar in a pile of rubble, then sitting down to play a song using sheet music displayed on a Galaxy Tab S9. The message at the end says, "Creativity cannot be crushed," followed by the branding for the Galaxy Tab S9 Series and a mention of Galaxy AI.

"Estefanio Holtz, executive creative director at BBH USA, expressed that this is more than just a response - it is a celebration of all creative individuals. According to Holtz, true artists, makers, and creators understand that creativity always perseveres," stated in an email.

The campaign "Creativity Cannot be Crushed" can be viewed on YouTube and X (formerly Twitter) with the hashtag #UnCrush. Our website has reached out to inquire about the media strategy for this campaign and will provide an update once we receive a response.

Editor's P/S:

Samsung's swift response to Apple's controversial "Crush!" ad highlights the importance of agility in marketing. The ad generated backlash for its perceived hostility towards creativity, prompting Apple to apologize and remove it from television. Samsung seized this opportunity to promote its Galaxy Tab S9 series with a counter-ad that celebrates the resilience of creativity. The ad shows a musician finding a damaged guitar and using a Galaxy Tab S9 to create music, emphasizing that creativity cannot be stifled.

This campaign demonstrates the power of social media in shaping marketing strategies. The negative reactions to Apple's ad on platforms like TikTok and Twitter prompted Samsung to act quickly and effectively. The ad also taps into the growing awareness of generative AI and the importance of human creativity in a digital age. By showcasing the versatility of its tablet and its support for artists, Samsung is positioning itself as a champion of creativity, a message that is likely to resonate with consumers who value artistic expression.