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Samsung apparently felt compelled to join the discussion after learning that Apple had offended a lot of people with the "Crush" advertisement, which was released last week and featured sculptures, instruments, and arcade games all crammed into a sleek new iPad Pro with an OLED screen. An executive from Apple later issued an apology, stating that it "missed the mark."






 Creatives such as Hugh Grant and others who saw a too literal portrayal of Big Tech's oppressive control over art, copyright, and history, fueled by the strength of generative AI technologies, were among those who responded favorably. Conversely, there were many who were enraged by the notion that there had been any sort of reaction at all.






In retaliation, the Samsung Mobile account on X shared this video with the hashtag #UnCrush. According to Ad Age, BBH USA produced and Zen Pace directed the film. In a scene evocative of the conclusion of Apple's major hydraulic press disaster, a woman is seen stumbling over rubble and spilling paint. She then sits down to hum and play guitar, perhaps with the help of notes on her Galaxy Tab S9 and the might of Galaxy AI.






Whatever your stance on the great iPad ad controversy, it's entertaining to watch Samsung once more attempt to expose a gap in Apple's defenses. After removing advertisements concerning iPhones losing the in-box charging adapter, Samsung's marketing department appeared to run out of steam. The company's lawyers said that this nonsense "drove Apple crazy." Mocking that recognizable notch has simply more impact than more recent attempts, such as a browser-based Galaxy test drive for iPhone users.

Samsung Strikes Back: The 'UnCrush' Response to Apple's iPad Pro Ad

 



Samsung apparently felt compelled to join the discussion after learning that Apple had offended a lot of people with the "Crush" advertisement, which was released last week and featured sculptures, instruments, and arcade games all crammed into a sleek new iPad Pro with an OLED screen. An executive from Apple later issued an apology, stating that it "missed the mark."






 Creatives such as Hugh Grant and others who saw a too literal portrayal of Big Tech's oppressive control over art, copyright, and history, fueled by the strength of generative AI technologies, were among those who responded favorably. Conversely, there were many who were enraged by the notion that there had been any sort of reaction at all.






In retaliation, the Samsung Mobile account on X shared this video with the hashtag #UnCrush. According to Ad Age, BBH USA produced and Zen Pace directed the film. In a scene evocative of the conclusion of Apple's major hydraulic press disaster, a woman is seen stumbling over rubble and spilling paint. She then sits down to hum and play guitar, perhaps with the help of notes on her Galaxy Tab S9 and the might of Galaxy AI.






Whatever your stance on the great iPad ad controversy, it's entertaining to watch Samsung once more attempt to expose a gap in Apple's defenses. After removing advertisements concerning iPhones losing the in-box charging adapter, Samsung's marketing department appeared to run out of steam. The company's lawyers said that this nonsense "drove Apple crazy." Mocking that recognizable notch has simply more impact than more recent attempts, such as a browser-based Galaxy test drive for iPhone users.

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