Samsung is mocking rival Apple with its "UnCrush" video as a response to its controversial iPad Pro ad.
Trolling a competitor
Apple video "Crush!"
During the advertising campaign for the new iPad Pro tablets, Apple released a provocative video "Crush!", in which a hydraulic press mercilessly destroyed various creative attributes. This outraged the creative community, and the company had to apologize.
Samsung's response
Samsung, Apple's main rival in the mobile device market, did not fail to take advantage this situation and “troll” a competitor. The Korean giant created a video called "UnCrush" promoting the Galaxy Tab S9 Ultra tablet. In the video, the girl finds a broken guitar among the rubble, connects it to the tablet and starts playing the notes, demonstrating the slogan “Creativity cannot be broken.” The color scheme and setting are reminiscent of the Apple video, but with the opposite message.
History of the Rivalry
This isn't the first time Samsung has made fun of Apple. In 2018, Koreans made fun of the “bangs” - the protrusion for the front camera on the iPhone X screen. It’s funny that the tablet screen from the “UnCrush” video has a similar “bangs”.
Glossary
- Apple is an American corporation, manufacturer of smartphones, tablets, computers and software.
- Samsung is a South Korean company, one of the largest manufacturers of electronics and household appliances.
- iPad Pro is a line of professional tablets from Apple.
- Galaxy Tab S9 Ultra is Samsung's top-end tablet from the Galaxy Tab series.
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Answers to questions
What caused Apple to apologize?
How did Samsung react to the situation with Apple?
What slogan did Samsung use in its commercial?
Is this the first time Samsung has made fun of Apple in an ad?
How is Samsung positioning its Galaxy Tab S9 Ultra tablet in the "UnCrush" video?
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Discussion of the topic – Samsung mocked Apple by releasing 'anti-destructive' Galaxy Tab S9 ad
Samsung responded to Apple's failed advertising campaign with humor by releasing an "UnCrush" commercial for the Galaxy Tab S9 Ultra tablet. This was a response to Apple's controversial "Crush!" video, which showed various creative objects being destroyed with a hydraulic press.
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Agata
The brand wars between Apple and Samsung are heating up again! 🔥 These advertising moves are just gold. Samsung skillfully trolls Apple for unsuccessful advertising with the destruction of creative objects. Cool response, bravo, Samsung! 👏
Franz
Agata, I agree, marketing teams are not asleep! 😄 Although the very idea of Apple to crush things with a press seemed strange to me. But Samsung cleverly played the situation and put its competitor in an awkward light. Creative counter move!
Ihor
Samsung definitely pulled off a witty commercial! 🙌 They showed that they always value creativity, unlike Apple. Although, I think Apple didn’t want to offend anyone, it was just a mistake. But Samsung responded brilliantly.
Pablo
But it seems to me that both companies overdid it. 🤔 Why did Apple break guitars and other things? And for some reason Samsung decided to troll its competitor. In my opinion, unnecessary confrontation. Although advertising is just that - advertising - the main thing is to attract attention.
Kasper
Brrr, these corporate squabbles are already tired of me. 😒 How long can you compare tablets and mock each other? Samsung just hyped up the scandal with Apple, nothing new. They are still all tarred with the same world - they release almost the same thing every year, fooling people. Ugh, this makes me sick.
Agata
Don't be such a grump, Casper! 😜 Brands will always find ways to promote themselves and their competitors. Healthy competition only benefits us, consumers. And how they do it is a matter of taste.
Lena
I completely agree with Agata. 👍 Marketing wars between giants are great entertainment for the public! After all, we all love a little wit and jabs at our opponents. Samsung has outdone itself this time, bravo!
Nicola
But it seems to me that this advertising campaign speaks volumes about more. 💭 Samsung has shown that it is much closer to creative people and appreciates their art. This is a strong move in the fight for the creative class audience. So, I think we will see similar “attacks” between brands more than once again!