Samsung has once again made headlines by directly engaging in a marketing rivalry with Apple, capitalizing on the recent backlash against Apple’s latest iPad Pro advertisement. The controversial Apple ad, which depicted various objects being crushed into a new iPad with an OLED screen, received significant criticism for what many perceived as a tone-deaf representation of technology overpowering creativity.
Apple’s “Crush” ad stirred quite a reaction among the creative community and the general public. Prominent figures, including actor Hugh Grant, expressed their disapproval, interpreting the ad as a metaphor for Big Tech’s overwhelming influence on art and intellectual property rights, compounded by the use of generative AI tools. This led to an official apology from Apple, with one executive admitting the campaign “missed the mark.”
In a strategic move, Samsung responded to Apple’s misstep through its mobile division on the social media platform X. Utilizing the hashtag “UnCrush,” Samsung released a video created by BBH USA and directed by Zen Pace. The video cleverly features a woman navigating through a scene of destruction reminiscent of the aftermath depicted in Apple’s ad. She finds solace in music, using her Galaxy Tab S9 to display notes assisted by Samsung’s Galaxy AI, symbolically uncrushing the crushed and prioritizing artistic creation over destruction.
Samsung’s approach not only highlights the brand’s commitment to supporting creativity through technology but also marks a return to its roots of taking jabs at Apple. This form of marketing was a hallmark of Samsung’s strategy, famously irritating Apple to the extent that it was once a point of contention discussed in legal battles between the two giants.
However, recent years have seen a decline in Samsung’s aggressive advertising tactics, particularly after the brand ceased mocking Apple for removing the charging adapter from iPhone boxes. Attempts to engage iPhone users, such as offering a browser-based Galaxy test drive, lacked the impact of previous campaigns that famously targeted Apple’s design choices like the notch on the iPhone screen.
The latest effort by Samsung to capitalize on Apple’s advertising faux pas represents a revival of its once-characteristic marketing bravado. By positioning itself as a champion of creativity and user empowerment, Samsung aims to differentiate its products from Apple’s, while appealing to consumer sentiments that favour the preservation of artistic integrity in the age of technological advancement.
As the tech giants continue to vie for dominance in the competitive market, Samsung’s renewed vigour in marketing highlights an ongoing rivalry that not only stirs the industry but also ignites discussions about the role of technology in society and the arts.
