‘We don’t crush creativity’ – Samsung kicks Apple when it’s in trouble with new ad after iPad Pro controversy
Last week, Apple held its ‘Let Loose’ event, where the company showcased some of its new innovations and products, including an ad about the event’s main attraction, the new iPad Pro. As you may have seen, this ad caused a firestorm of controversy for reasons Apple didn’t intend – and now Samsung has taken the opportunity to run an ad in response, poking fun at Apple’s ad.
The ad accompanying the presentation introducing the iPad Pro depicted a number of objects historically used to create and consume media being crushed by a hydraulic press, which was then lifted to form the new iPad Pro to reveal – implying that you can distill all these objects into the new tablet.
This went viral and was talked about a lot because, despite Apple’s best intentions and the merits of the new iPad Pro, it felt like Apple was destroying all of these things that are so familiar to so many and that represent many of the ways in which we currently enjoying. creating art – and that Apple had the solution to replace it all.
Apple became aware of the controversy and the company’s Vice President of Marketing Communications, Tor Myhren, issued a statement in apology: in conversation with Ad Age after the counter-reaction.
Myhren stated: “Creativity is in our DNA at Apple, and it is incredibly important to us to design products that empower creatives around the world. Our goal is to always celebrate the countless ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we are sorry for that.”
Samsung joins the conversation
Amid this whirlwind, Samsung clearly saw an opportunity and posted its own ad via the Samsung Mobile US #Uncrush.”
We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnEMay 15, 2024
Samsung’s ad unobtrusively references Apple’s ad and shows what appears to be the aftermath of the objects being crushed by the press, with a woman walking over and picking up a guitar found among the rubble. She then sits on the edge of the press, playing guitar and humming along as she looks at the sheet music displayed on a Galaxy Tab S9 tablet (released in 2023).
The ad shows a close-up of the back of the tablet, which briefly shows the Samsung logo. It then displays the phrase “Creativity Can’t Be Crushed” and a black screen appears with the text: “Galaxy Tab S9 Series with Galaxy AI.”
An opinion that many agree with, but is Samsung the one to defend this opinion?
It’s a smart move on Samsung’s part and successfully captures the sentiment of some of the criticism leveled at Apple, but many people aren’t convinced of its sincerity.
First off, Samsung isn’t known for being many creatives’ first choice when it comes to devices, and if the company wants to change that, there’s a lot more work to be done than one cheeky ad. Perhaps Samsung can use this as an opportunity to differentiate itself as a different kind of tech company when it comes to human creativity. Right now, though, that’s not the feeling most people conjure up when they think of Samsung, not to mention the tech industry’s current position (primarily) as an alternative manufacturer to Apple.
Additionally, top comments on Samsung Mobile US’s post say the ad itself isn’t particularly compelling or evocative, and doesn’t feel particularly creatively driven.
Another criticism I’ve seen from several people is Samsung’s own mention of the AI it incorporates into its products. For some, the term “AI” is quickly becoming the antithesis of the idea of raw human creativity. I’m sympathetic to this view, but I don’t share it and I don’t think AI and human creativity are mutually exclusive. Computers in general can be a medium like any other, and AI is a tool that can be developed and used by humans to help promote or destroy creativity. Frankly, it’s hard to say at this point which of these two forces is winning, but as someone who enjoys creative pursuits myself, I’ve found AI to be helpful in brainstorming.
So while I don’t think Samsung looks like a model of creativity after this ad, I think it’s a nice jab at Apple that strikes a chord (pardon the pun). Plus, I’m all for reminding tech companies that human creativity is one of our best qualities as a species.
However, as we have already indicated, Samsung needs to do more than just place an ad. If it’s serious about going after Apple, the company needs to develop a tablet that can compete with the iPad Pro and entice creative people to spend money with Apple. It.
As for Apple, I doubt the company will respond to Samsung here, as I’m sure it wants to put this misstep behind it and continue to build on the fact that the iPad Pro is a legitimately impressive piece of technology.