Samsung's & #039; UnCrush' advertising tries to be smart by praising creatives and promoting AI.
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Days after Apple learned its lesson, apologized, and removed the controversial “Crush” ad for the iPad Pro, Samsung has unveiled yet another poorly conceived ad promoting the AI-powered Galaxy Tab .
Apple's Let Loose iPad event was a celebration of the company's growth in tablet technology and the creative people taking advantage of new hardware. However, the iPad Pro ad turned out to be a real speed bump, which some interpreted as Apple killing off creative devices to make room for its cold aluminum tablet.
After the protests, Apple apologized and would no longer air the “Crush” ad just two days after the event, but six days later, Samsung is here to ridicule the company by putting its foot firmly in its mouth. The new ad, titled “UnCrush,” features a man playing a broken guitar on a paint-covered industrial printing press and using a Samsung Galaxy Tab S9 to read sheet music.
At the end of the ad, a tablet “with Galaxy AI” is advertised. Perhaps if Samsung hadn't included its brand in the ad it would have had a greater impact, but this attempt at a heartfelt video simply serves as another reminder of the crushing existential crisis that AI poses for creative people.
We will never suppress creativity. #UnCrush pic.twitter.com/qvlUqbRlnE
— Samsung Mobile US (@SamsungMobileUS) May 15, 2024
Not everyone had an emotional reaction to the “Crush” ad. For some, it was an overlong attempt to come up with something clever in the middle of an Apple keynote, and nothing more.
People who had a reaction felt more than just irritation or insult. Many argued that the ad represented technology that was suppressing the creative spirit of analog instruments in favor of cold technology.
A recurring theme at the iPad event was also artificial intelligence. One part even featured a musician using the AI tool in Logic Pro to add instruments to a song.
Samsung's attempt to attract the attention of creatives with its advertising seems ignorant. It ignores the basis of complaints about Apple's “Crush” ads and, as a result, presents another threat rather than something inspiring.
The “UnCrush” ad would make some sense if it came from a company with a history of promoting creative artistic endeavors. Instead, we saw Samsung trying to change the very meaning of photography, using AI to replace objects in images, such as the moon.
Samsung mocked the notch on the iPhone before adapting it to its smartphones
Attacking Apple is nothing new for competitors, especially Samsung. Often a company will adopt exactly what it makes fun of in an ad, like Samsung ending up with a notch.
However, this may be the first time Samsung has tried to make fun of Apple and take on what it made fun of in the same ad. Somehow this says that “we are on the side of creatives” while at the same time saying that “creatives will not exist without our technology.”
Regardless of your opinion of Apple's “Crush” ad, it's safe to say that Samsung should spend less time talking about its competitors and more time creating products that people will want to buy.
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