In a recent ad for its iPad Pro, Apple showed a series of objects, including musical instruments, being crushed by a hydraulic press. The ad was intended to highlight the durability of the iPad Pro, but it was instead met with widespread criticism. Many people found the ad to be tone-deaf and even offensive, and it quickly went viral for all the wrong reasons.
Samsung was quick to capitalize on Apple’s misstep, releasing its own ad titled “Uncrush.” The ad features a woman playing a guitar that has been damaged in the same way that the instruments in Apple’s ad were. However, instead of being crushed by a hydraulic press, the guitar is being played by the woman herself. The ad ends with the tagline “Creativity cannot be crushed.”
Samsung’s ad is a clear and clever jab at Apple, and it’s sure to resonate with many people who were turned off by Apple’s original ad. It’s also a reminder that Samsung is not afraid to take on Apple, even when it means taking a few risks.
The ad war between Samsung and Apple is nothing new, and it’s sure to continue for many years to come. However, Samsung’s latest ad is a clear sign that the company is not afraid to go toe-to-toe with its biggest rival. It’s also a sign that Samsung is confident in its own products, and that it believes that creativity is more important than durability.
Only time will tell how effective Samsung’s ad campaign will be, but it’s certainly one of the most talked-about tech ads of the year so far. And that’s something that Samsung can be happy about.
BBH USA’s Role in the Ad
The ad was created by BBH USA, a global advertising agency with a history of creating award-winning campaigns for major brands. BBH USA is known for its creative and often provocative approach to advertising, and the “Uncrush” ad is no exception.
The agency’s work on the ad has been praised by many in the industry, and it has helped to further solidify BBH USA’s reputation as a leader in creative advertising.
