Samsung trolls Apple after failed 'crush' ad for iPad Pro

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A cheeky new Samsung ad makes light of one recent Apple ad for its iPad Pro, which was widely labeled as insensitive and unreachable.

The Apple spot featured a hydraulic press with crushing tools, paint buckets, an arcade game and other items, seemingly to demonstrate that the latest iPad is simultaneously powerful and compact. But artists and other critics called Apple tone-deaf, given growing concerns about artificial intelligence and other technologies that replace humans.

Apple apologized for the ads shortly after it was released, acknowledging that the spot “missed the point.”

Now Apple competitor Samsung, which has its own tablet, has piled on. In the ad, a woman enters a scene that appears to show the aftermath of the Apple ad. Amid splashes of paint, she picks up a broken guitar and starts playing a tune while reading music on a Samsung Galaxy Tab S9 tablet.

“Creativity cannot be crushed,” is the tagline for the Samsung spot.


#UnCrush by Samsung Through
Estefanio Holtz on
Vimeo

The spot from ad agency BBH USA, directed by filmmaker Zen Pace, “celebrates a fundamental truth: creativity comes from within, and it's something that technology can't take away from us,” the ad agency said in a statement to CBS MoneyWatch.

Estefanio Holtz, executive creative director of BBH USA, said the industry chatter surrounding Apple's “crush” ad presented its client, Samsung, with a unique opportunity to respond. “Samsung wanted to say something, and it happened very quickly,” Holtz told CBS MoneyWatch.

The focus on a woman playing a broken guitar was a simple concept that Holtz said conveyed a core message: “It's about humanity, and the tablet is just a tool that helps her play the notes,” he said. “We went in the opposite direction to remind people, as we move through technological innovations, that we cannot leave humanity behind.”

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