Samsung Mobile US recently published a counter-post on X (formerly Twitter) called “UnCrush” in response to Apple’s “Crush” ad, which drew criticism for its depiction of various creative tools crammed into the new iPad Pro.
The ad, intended to symbolize the iPad Pro’s creative potential, faced backlash from artists and creatives who perceived it as dismissive of artistic expression. Taking advantage of the reactions, Samsung could not remain indifferent to “UnCrush”.
The 68-second “Crush!” ad featured a hydraulic press crushing objects ranging from musical instruments to books, culminating in the reveal of the iPad Pro with an OLED display. While Apple aimed to convey the device’s capabilities, the ad sparked controversy, with some viewing it as disregarding the artistic process and tools. Apple eventually acknowledged the misstep, apologizing and withdrawing the ad. (still available on YouTube with the same title)
Samsung seizes the opportunity with “UnCrush”
Capitalizing on the situation, Samsung Mobile responded with its “UnCrush” video, created by BBH USA and directed by Zen Pace. The video showcases a woman amidst the debris from Apple’s ad, utilizing a damaged guitar and a Galaxy Tab S9 to play music. This response not only highlighted Samsung’s support for creativity but also underscored the versatility of its Galaxy Tab S9. The real kicker is that it’s using technology for creativity, not for “Crush“. Here is the “UnCrush” post shared by Samsung Mobile US on X:
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
The history of Samsung’s entertaining rivalry does not end there. Samsung’s “UnCrush” video isn’t the company’s first jab at Apple. The 2017 “Upgrade to a Samsung Galaxy Note 8” ad cleverly alluded to perceived shortcomings of iPhones, such as slow charging and lack of water resistance, while emphasizing the Galaxy Note 8’s features. The ad also emphasizes that Samsung has integrated many features into its phones earlier than Apple. This demonstrates Samsung’s history of using creative marketing to differentiate itself from competitors.
No matter which side of the iPad ad debate you’re on, it’s amusing to see Samsung trying to find Apple’s weakness. Samsung’s marketing department used to specialize in this, and the company’s lawyers claimed it “drove Apple crazy,” but they seemed to run out of gas after deleting ads about iPhones taking the charging adapter out of the box. More recent attempts, like the browser-based Galaxy test drive for iPhone owners, haven’t had the same effect as mocking that prominent notch.
Unpacking the “Crush” Ad Backlash
The “Crush” ad controversy extends beyond a mere rivalry between tech giants. It reflects evolving consumer expectations and changing perceptions of advertising. The incident raises questions about how brands should align their messaging with values and social responsibility, especially when targeting younger generations who demand more than just product promotion.
The backlash against Apple’s ad prompts a deeper analysis of the ad’s nuances and the emotional responses it triggered. The criticism goes beyond the mere destruction of objects, as such content is common in online entertainment. The discontent stems from a perceived disregard for the creative process and tools, highlighting a potential disconnect between Apple’s message and the values of its target audience.
Samsung’s “UnCrush” response to Apple’s controversial ad is a notable moment in the ongoing tech rivalry. It also serves as a reminder of the importance of understanding audience sensitivities and aligning marketing messages with evolving consumer expectations. The incident sparks broader discussions about the role of advertising in reflecting brand values and social responsibility, shaping the future of marketing strategies in the tech industry. Thus, we have seen together how an ad that creates tension can be transformed into marketing that can be considered fun for users.
Featured image credit: Samsung Mobile US / X
