Samsung Parodies Apple's 'Crush' Ad with 'Uncrush'

Following the massive backlash Apple received for its "Crush" iPad Pro advert, Samsung saw the opportunity to make it all work in its favor.

On the social media platform X, the Apple rival posted a short 43-second spot titled "UnCrush," parodying the widely hated ad.

We would never crush creativity. #UnCrushpic.twitter.com/qvlUqbRlnE

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

It starts with a woman entering a room similar to where Apple's spot left off, with broken appliances and debris scattered around the floor. 

She picks up a barely working guitar, takes a seat, and uses her Galaxy Tab S9 to display the chords of a song. 

The spot ends with the woman smiling, as the screen writes "Creativity cannot be crushed."

An Unexpected Reaction

Created by BBH USA, the Samsung spot has received mixed reviews from netizens online, pointing out that its message doesn't match its creativity. 

And yet this is incredibly uncreative.

— Snazzy Labs (@SnazzyLabs) May 15, 2024

"Samsung's inspiration lies in Apple's creativity," another wrote. 

Apple dropped its "Crush" ad last week, following the unveiling of its new OLED iPad Pro, which it proclaims is its thinnest and most powerful tablet to date. 

However, the spot was heavily criticized by ad experts, with many pointing to the actual crushing of a piano, a sculpture, among others was deemed wasteful.

Since then, the tech giant had apologized for the debacle and stopped airing the commercial across all platforms.

"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," Apple VP of marketing communications Tor Myhren shared with Ad Age.

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