Samsung Trolls iPad ‘Crush!’ Advert, Says ‘We Would By no means Crush Creativity’

Samsung has sought to capitalize on the fallout of Apple’s controversial “Crush!” advert for iPad Professional by releasing a Galaxy Tab S9 Extremely advert that features the tagline “Creativity can’t be crushed.”

When Apple final week launched the brand new M4 iPad Professional fashions, it confirmed a video of a hydraulic press crushing artistic instruments, together with musical devices, digital gear, arcade video games, paint and brushes, computer systems, cameras, and extra, with the intention of demonstrating how the iPad represents all the instruments condensed right into a single machine.

This imagery sparked important backlash from the artistic neighborhood and the social media-using public, who interpreted it as a metaphor for Huge Tech’s harmful impression on artistic industries and particular person creativity.

The unfavorable reception was so robust that Apple determined to cancel deliberate TV spots for the advert and publicly apologized, acknowledging that the advert “missed the mark” by not aligning with their intention to have a good time and empower creatives​.

Seizing on a perceived advertising and marketing alternative, Samsung has now launched an advert of its personal, through which a musician walks via the harmful wake of the hydraulic press and picks up a broken guitar. The musician then sits beside an easel holding a Galaxy Tab S9 Extremely with musical notation on the display, and proceeds to carry out the piece of music. The video was shared on X (Twitter) by Samsung with the accompanying caption, “We might by no means crush creativity.”

Samsung mocking Apple in its adverts is nothing new. The corporate has mocked Apple for every thing from design selections such because the iPhone’s removing of the headphone jack (which it additionally ultimately eliminated) to Apple’s lack of a foldable smartphone lineup.