Samsung has launched a playful new advertisement in response to a recent controversial Apple ad for its iPad Pro. The Apple commercial, featuring a hydraulic press crushing various items, received criticism for being insensitive and disconnected from societal concerns about technology replacing human creativity.
Acknowledging the backlash, Apple apologized for the ad, admitting it “missed the mark.” Samsung, seizing the opportunity, released its own ad titled “Uncrush,” featuring a scene resembling the aftermath of Apple’s ad. Amidst the chaos, a woman picks up a broken guitar and plays music using a Samsung Galaxy Tab S9 tablet, with the tagline “Creativity cannot be crushed.”
Directed by filmmaker Zen Pace and produced by advertising agency BBH USA, the ad emphasizes the resilience of human creativity. BBH USA executive creative director Estefanio Holtz explained that Samsung saw an opportunity to respond swiftly to the industry conversation surrounding Apple’s ad. The focus on a woman playing music on a broken guitar underscores the message that technology is a tool that complements human ingenuity, rather than replacing it. Holtz emphasized the importance of maintaining humanity amidst technological advancements.
