Samsung mocks Apple’s controversial ‘Crush!’ iPad Pro ad


Apple video for iPad Pro - Crush
Samsung will never let go off an opportunity to mock Apple.
Photo: Apple

Samsung’s new “UnCrush” ad aims to capitalize on the backlash to Apple’s “Crush!” ad for the M4 iPad Pro. The South Korean company’s ad, released Wednesday, is a clear response to Apple’s controversial video, which showed a hydraulic press crushing musical instruments, toys and art supplies.

Samsung’s ad shows a woman playing a song on a battered guitar — using a Samsung Galaxy tablet to display the sheet music, naturally. You can see both ads below.

Samsung ‘UnCrush’ ad mocks Apple’s ‘Crush!’ ad for iPad Pro

Apple came under fire after the “Crush!” iPad Pro ad, which streamed during the company’s “Let Loose” event last week. The short video rubbed some creatives the wrong way, sparking furor online. Following the community backlash, Apple apologized for the video and promised not to run it on TV.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Apple marketing VP Tor Myhren said in a statement to AdAge after the uproar. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Samsung apparently saw Apple’s vulnerability on the issue as an opportunity.

The Apple rival’s 43-second “UnCrush” advert begins with an artist walking into a room littered with crushed items and spilled paint that’s an obvious toss-back to Apple’s ad. The woman picks up a trashed acoustic guitar, then starts playing a soft song that’s surely soothing enough to comfort all those fragile creative types who found themselves “triggered” by Apple’s ad.

“Creativity cannot be crushed,” Samsung’s ad says, before promoting the Galaxy Tab S9 with Galaxy AI.

You can watch Samsung’s “UnCrush” ad here:

Samsung loves to mock Apple with ads

This is not the first time Samsung has taken a dig at Apple or one of its products. In fact, the company seems to relish slamming its rival.

In November 2022, Samsung released an ad mocking Apple for not making a foldable iPhone. And just a couple of months before that, it took a dig at Apple for the lack of innovation on the iPhone 14.

Apple’s ‘Crush!’ ad for M4 iPad Pro was a rare miss

Apple has released some great ads over the years, including one of the all-time greats: Ridley Scott’s 1984 ad for the first Macintosh. That epic ad — which positioned Apple as a force for freedom, smashing the conformity of the computing world — aired during the Super Bowl and generated tons of attention for Cupertino.

But Apple’s “Crush!” ad for the M4 iPad Pro, while admired by some for its creativity, angered many artists.

The ad’s main motive was to show how the iPad Pro can enable artists to let their creativity flow freely by using various musical instruments and artistic tools, all from one device. Those offended found fault with the apparent “waste” involved in crushing musical instruments, art supplies and lovable toys.

You can see Apple’s “Crush!” ad here:

Samsung ‘UnCrush’ vs. Apple “Crush!”

Now that you’ve watched them both, it’s time for the great “Crush!” versus “UnCrush” smackdown. Which ad do you find most creative? Do you find Apple’s ad offensive? Let us know in the comments below.


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