Tech giant Samsung fired back at Apple's recent controversial iPad Pro ad campaign with a spot of their own titled "Uncrush. " Apple's ad, titled "Crush, " featured a giant iPad Pro crushing various creative tools like guitars and paintbrushes, symbolizing the tablet's power. The ad backfired considerably, with many viewers criticizing it for being heavy-handed and dismissive of artistic expression.
Samsung's "Uncrush" takes the concept of Apple's ad and flips it on its head. The ad opens in a scene littered with the crushed remains of the very objects Apple's ad destroyed – a guitar neck, a paintbrush, and shards of colorful glass. In the center of this destruction stands a woman holding a Samsung Galaxy Tab S9. The woman then uses the tablet to virtually recreate the broken objects – a whole guitar appears on the screen, playable with the S Pen stylus, and a vibrant painting comes to life.
The ad ends with the tagline "Unleash your creativity. Uncrushed. " Samsung's message is clear:creativity is not about replacing traditional tools, but about using technology to enhance them.
This ad campaign is the latest chapter in the long-running rivalry between Samsung and Apple. The two tech giants constantly battle for market share in the smartphone and tablet markets, and their advertising campaigns often take playful jabs at each other.
Samsung's "Uncrush" ad is likely to resonate with those who found Apple's ad to be arrogant and out of touch. It remains to be seen if the ad will have a significant impact on sales, but it is sure to generate plenty of buzz online.