Samsung ridicules controversial iPad Pro ad; “Creativity cannot be crushed” [Video]

With the debut of the new iPad Pro, Apple released a controversial ad that showed creative tools being crushed by a hydraulic press. Now Samsung is responding to the ad with a short ad for the Galaxy Tab S9 that says “creativity can't be suppressed.”

Apple “Crush” Ad The iPad Pro debuted during the company's presentation on May 7. The ad showed a hydraulic press physically crushing musical instruments, paints, books, camera lenses and more before showing an iPad Pro at the end. The ad's purpose was to clearly show how all these elements are crammed into the new ultra-thin iPad Pro, but it was aimed at criticism.

For many, the ad has taken on a second meaning: the way tech companies treat creatives and artists, and the way advances in artificial intelligence and technology are challenging traditional means of creativity.

>Apple eventually apologized for the ad , saying it “missed the mark” and scrapped plans to air it on television. However, the ad, which received millions of views, has not been removed from YouTube or social media.

Now Samsung has stepped in with its own ad, which shows a musician going through the aftermath of an Apple hydraulic press and picking up a partially destroyed guitar. Then the Galaxy Tab S9 Ultra sits on an easel with musical notes and a musician plays along to it.

At the end of the ad, Samsung says, “Creativity cannot be destroyed.” And in the Twitter/X caption, the company says it will “never stifle creativity.” It's a clever way to poke fun at the Apple ad, and overall it's done quite tastefully.

We will never suppress creativity. #UnCrush pic.twitter.com/qvlUqbRlnE

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

Best comment by Leon Kernan

Liked by 20 people

I'm usually the first to cringe at the antics of a Samsung copycat, but this time well played.

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Time since the ad hasn't gotten big surprise. Starting today, Apple is making its new iPads available to the first customers.

Meanwhile, the Galaxy Tab S9 series is available starting at $799, with Samsung advertising up to $800 trade-in credit on its website. The ad also briefly reminds viewers that the Tab S9 series now features “Galaxy AI,” a suite of artificial intelligence features that arrived in an update earlier this year.