Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad

The tone deaf ad drew flak from celebrities like Hrithik Roshan and Hugh Grant.

By  Storyboard18May 16, 2024 1:56 PM
Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad
The Apple ad drew a lot of attention as it showed various creative tools being crushed by a hydraulic press. (left) In the 43-second ad. Samsung’s message is “Creativity cannot be crushed”. (right)

Samsung has a history of taking jabs to target Apple. It is now capitalizing on the controversial iPad Pro ad as well. The Apple ad drew a lot of attention as it showed various creative tools being crushed by a hydraulic press.

images.storyboard18.com

The idea was to showcase versatility and creative capabilities of the iPad Pro. However, Apple’s Crushed ad got a lot of flak; it was interpreted as a metaphor for the suppression of creativity by technology. Apple eventually apologized, with an exec saying it “missed the mark.”

Samsung has a lot to say in the 43-second ad. Samsung’s message is “Creativity cannot be crushed”. The ad shows a woman walking through the destruction Apple’s hydraulic crush left behind. Amidst the rubble, she picks up a crushed guitar and starts strumming. The camera then pans to show that she’s reading musical notes on the Galaxy Tab S9 Ultra. Samsung conveys the message that while instruments may be crushed, creativity cannot be.

Internet was quick to react. Communications consultant Karthik Srinivasan applauded Samsung's ad in a LinkedIn post.

images.storyboard18.com

The tone deaf ad drew flak from celebrities like Hrithik Roshan and Hugh Grant.

First Published on May 16, 2024 1:39 PM

More from Storyboard18

Advertising

YouTube reports a 13% surge YoY in ad revenue to $8.66 billion in Q2

YouTube reports a 13% surge YoY in ad revenue to $8.66 billion in Q2

How it Works

Positive budgetary measures for rural to increase advertising spends by 15 percent in H2

Positive budgetary measures for rural to increase advertising spends by 15 percent in H2

Advertising

Google to keep third-party cookies in its Chrome browser

Google to keep third-party cookies in its Chrome browser

Advertising

'Self-declaration certificate' stir making industry re-evaluate current workflow systems: Andy Gilroy of Peach

'Self-declaration certificate' stir making industry re-evaluate current workflow systems: Andy Gilroy of Peach

Advertising

Rihanna's Fenty Beauty partners with Paris Olympics and Paralympics

Rihanna's Fenty Beauty partners with Paris Olympics and Paralympics

Advertising

NODWIN Gaming ropes in Android as title partner for BGMS Season 3

NODWIN Gaming ropes in Android as title partner for BGMS Season 3

Advertising

Godrej Consumer's advertising investment surged by 47% to Rs 1,011 crore in FY24

Godrej Consumer's advertising investment surged by 47% to Rs 1,011 crore in FY24

Advertising

When `Shah Rukh Mayur Khan' turned the fortunes of Mayur Suitings

When `Shah Rukh Mayur Khan' turned the fortunes of Mayur Suitings