Samsung's Uncrush ad counters Apple's iPad Pro commercial

After facing heavy criticism for its controversial 'crushing creativity' ad for the iPad Pro 2024, Apple found itself in the crosshairs of Samsung, its long-time rival. Seizing the opportunity, Samsung responded with a clever rebuttal ad.

Samsung's ad, titled "Uncrush," picks up where Apple's left off. It features a woman walking through the debris of crushed creative tools left by Apple's hydraulic press. She finds a guitar amidst the wreckage, picks it up, and strums it. This simple yet powerful video showcases Samsung's support for traditional creative tools, taking a clear jab at Apple and its ad.

We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE

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

Last week, Apple debuted its thinnest-ever iPad with a commercial that featured a large hydraulic press crushing items such as a guitar, video game console, paint jars, and a piano to unveil the new slim iPad Pro 2024. The ad intended to demonstrate that the device encompasses all the functionalities of these traditional tools, but the message was not clearly conveyed.

The ad was perceived as an attempt by Apple to undermine traditional forms of creativity, offending artists already concerned about the impact of artificial intelligence. It sparked widespread criticism, including from celebrities like Hugh Grant and Hritik Roshan on social media. In response to the negative reception, Apple issued an apology for the ad's insensitivity.