Highlights

• Samsung’s “UnCrush” ad humorously responds to Apple’s “Crush” campaign.
• Ad features a girl finding inspiration using a Galaxy Tab S9.
• Samsung promotes creativity and innovation with Galaxy AI.
• Campaign launches amid backlash against Apple’s “Crush” ad.

Samsung has pulled off an innovative ad campaign in which the company mocks its tech competitor, Apple.

The “UnCrush” ad is a humorous response to Apple’s polarizing “Crush” ad for its new M4-powered iPad Pro models.

While Apple’s ad was very criticized for its depiction of the symbolic crushing of creative tools, Samsung’s response is much more light-hearted.

“Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” Apple’s marketing VP, Tor Myhren, said in response to the backlash, adding that, “We missed the mark with this video, and we’re sorry.”

In a statement to Ad Age, Tor Myhren, Apple’s VP of marketing communications said, “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.

Embracing the Creative Spirit

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024

Samsung’s ad has come up with a new way to look at technology’s encouragement of creativity.

As opposed to Apple’s depiction of artistic tools getting smashed, “UnCrush” depicts a girl finding inspiration amidst the symbolic destruction’s shards.

With her Galaxy Tab S9, upgraded by Galaxy AI, she makes effortless music on a guitar, insinuating that Samsung respects and nurtures the creative community.

Playful Jab at the Rival’s Misstep

We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE

— Samsung Mobile US (@SamsungMobileUS) May 15, 2024

The timing of Samsung’s campaign could not have been better, taking advantage of the anger Apple received for its ill-conceived “Crush” advert.

Apple’s approach was lambasted by both leaders of the tech industry and celebrities, as personalities like Paul Graham and Hugh Grant expressed disappointment at the perceived disrespect against the human experience.

The Samsung “UnCrush” commercial effectively positions itself as the champion of innovation—elegantly mocking Apple’s mistake while telling a more inclusive and inspirational story.

Samsung’s new campaign is semi-formal but engaging, showing the brand’s willingness to engage in playful banter with its competitors.

By embracing the creative spirit and avoiding polarizing messaging, the “UnCrush” advertisement appeals to viewers looking for technology that improves rather than limits artistic expression.

Not like this is the first time Samsung has mocked Apple.

The company made fun of Apple for removing the headphone jack, for not offering expandable storage options, and, more.

Guess who’s copied Apple now.

FAQs

What is Samsung’s “UnCrush” ad campaign about?

Samsung’s “UnCrush” ad is a humorous response to Apple’s “Crush” ad, promoting creativity and innovation using the Galaxy Tab S9.

How does Samsung’s ad differ from Apple’s “Crush” ad?

While Apple’s ad depicted the symbolic destruction of creative tools, Samsung’s ad shows a girl finding inspiration and making music with a Galaxy Tab S9.

What message does Samsung convey with the “UnCrush” ad?

Samsung’s ad promotes the idea that technology should nurture and respect the creative community, contrasting with Apple’s more polarizing message.

Why did Samsung launch the “UnCrush” ad campaign?

Samsung took advantage of the backlash against Apple’s “Crush” ad to position itself as a champion of creativity and innovation.

Also Read: Apple Apologises for Controversial iPad Pro Ad Amid Creative Community Backlash

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