Samsung has released its own version of Apple’s controversial iPad Pro commercial “crush.” It’s called—wait for it—“uncrush” and features an alternate universe where from the debris left behind from all the soulless crushing of creative instruments, an artist picks up a guitar—which has remained unscathed somehow?—and starts playing it. The Samsung Galaxy Tab S9 Ultra obviously serves as her loyal sheet music compadre. The ad ends with the inadvertent message—“creativity cannot be crushed.”
Apple has publicly apologised for its recent iPad Pro commercial accepting it was a big fumble. But Samsung isn’t known to miss an opportunity like this to take down its biggest competitor, even if its current shot feels a bit cheap and unnecessary. The comments to the video post put up by Samsung Mobile US on X are indicative of the fact that the company might have done Apple a favour instead. One user wrote, “Is this the best Samsung can come up with? Yet another ad mocking Apple. How unoriginal and unimaginative 🙄 This is getting really tiring, imo. Instead of mocking Apple, why not tout the features that make people wanna choose Samsung over Apple?”
Yet another user wrote, “This shows why Samsung is bound to be the No. 2 forever. When Apple boldly provokes artists and becomes a victim of their inferiority complex, Samsung simply jumped on the issue without any creativity.”
“Apple’s ad was better ngl,” another user posted.
Apple’s controversial new iPad Pro ad featured an industrial press “crushing” various objects, including a TV, musical instruments, books, and more, set to Sonny and Cher’s “All I Ever Need Is You.” Although the ad aimed to showcase the iPad Pro’s versatility in consuming and creating content, it sparked criticism from Hollywood and other creative sectors. English actor Hugh Grant called it “the destruction of the human experience. Courtesy of Silicon Valley.” Bollywood actor Hrithik Roshan called it “sad and ignorant.” Apple later issued an apology and decided against airing it on television.
“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.”
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