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Apple

Samsung Mocks Apple's Controversial 'Crush' Ad With 'UnCrush' Pitch 67

Posted by msmash from the not-missing-the-mark dept.
Samsung has released a response to Apple's recently criticized "Crush" ad, which featured the destruction of instruments, arcade games, and sculptures to promote the new iPad Pro. Apple subsequently apologized, with an executive admitting they "missed the mark."

In a video titled "UnCrush," created by BBH USA and directed by Zen Pace, Samsung depicts a woman navigating debris reminiscent of Apple's ad, using a Galaxy Tab S9 and Galaxy AI to play guitar, in contrast to Apple's destructive message. "We would never crush creativity," the caption of Samsung's video reads.
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Samsung Mocks Apple's Controversial 'Crush' Ad With 'UnCrush' Pitch More

Samsung Mocks Apple's Controversial 'Crush' Ad With 'UnCrush' Pitch

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  • Nuance (Score:4, Funny)

    by alvinrod ( 889928 ) on Thursday May 16, 2024 @01:58PM (#64477409)
    I think anyone offended by Apple's ad was either looking/pretending to be upset or just otherwise incapable of nuanced thinking. If you looked at that and though Apple was "crushing" creativity or anything like that then (I think) you're an idiot who couldn't figure out or be bothered to imagine what Apple was trying to say with their (in my opinion) silly advertisement. Apple's only mistake was apologizing to these mouth-breathing nincompoops instead of ignoring them. Someone had made an excellent post in the original story covering this pointing out how the four people quoted in the article were all oxygen thieves complaining about it for disingenuous reasons at best.

    I guess that enough of these drooling imbeciles are the same people that Apple hopes will shell out $$$$ for one of their new iPads though. I'm sure they'll happily buy one now and tell each other that the purple crayon still tastes the best even though it's the same screen they're licking each time. If any of these people voted Republican they're the exact sort who would have clapped when Jeb Bush asked them to, pretty please. We're really scratching the bottom of the gene Dixie cup with these folks.

    Buy me a drink and I'll tell you how I really feel.

    • I think everyone got the idea behind the ad, but destroying stuff (or the illusion of 'stuff', even if any/all of it were just props) just seemed kind of excessive/unnecessary, even for just an ad.

      I wasn't outraged or offended when I saw it during the keynote, more like "Um, really?". Kind of along the lines of someone telling me: "I'm going to recycle this perfectly good children's softcover book ....by shredding it and putting it the recycle bin for collection", and my reaction being "ok, sure, you're 're

      • It wasn't about destroying anything. It was a stupid commercial to say that the iPad can do all of these things. See, we put them all in a giant press and when we squeeze it all together, out comes an iPad. This is not a brilliant advertisement and when I saw it for the first time I thought it was stupid because of how cheesy or low-brow it was.

        I suspect that the people who initially complained just did so to attract attention (and I congratulate them for letting me know they're idiots whose opinions can

        • Re: (Score:2)

          by Junta ( 36770 )

          I think everyone knows the *intent*.

          But the reality is that the imagery emphasized things exploding apart, and that just seemed misaligned with their message.

          Also, Samsung's response is hitting a pretty good note 'we are not here to replace your traditional, "warm" musical instruments with a cold touchscreen that just plays samples back, we are here to enhance your ability to use them'. So in addition to reversing the 'destructive' feel of the Apple ad, it also speaks to a counter argument to the original i

          • I think everyone knows the *intent*.

            But the reality is that the imagery emphasized things exploding apart, and that just seemed misaligned with their message.

            Also, Samsung's response is hitting a pretty good note 'we are not here to replace your traditional, "warm" musical instruments with a cold touchscreen that just plays samples back, we are here to enhance your ability to use them'. So in addition to reversing the 'destructive' feel of the Apple ad, it also speaks to a counter argument to the original intent as well.

            So while people were turned off (not necessarily offended, but just expressing that it didn't feel right somehow) by the destructive imagery, even the core message of "you are too good for this stuff now that you can have an iPad" is a bit off as well.

            As a life-long musician (if you consider first grade to be close enough to life-long) I just found it silly. Now, some musicians, especially guitarists, will absolutely lose their minds if they see an instrument being destroyed just on principal. Unless of course you're talking about Gibson destroying the Firebird X (nicknamed the Fireturd by guitarists at the time). That was a good time had by all.

      • 1) Did you also get upset during Fast and Furious movies when [cool car] gets destroyed? 2) Why do you assume that everything in the ad was functional? I would surmise the main characteristic of anything that was destroyed was that it looked good on camera, not that it worked.

        • 1) Did you also get upset during Fast and Furious movies when [cool car] gets destroyed? 2) Why do you assume that everything in the ad was functional? I would surmise the main characteristic of anything that was destroyed was that it looked good on camera, not that it worked.

          My dad's a car dude. And you can't watch older movies with big car chases in them with him. Every crash he's over there moaning, crying, carrying on about the lost classics. If he cared about modern vehicles, I'd hate to see what would happen to him during a Fast & Furious movie. Oh man.

        • Re: (Score:2)

          by dskoll ( 99328 )

          I assumed that everything in the Apple ad was CGI and that nothing was actually destroyed.

          But, the sight of all that stuff being crushed did seem a bit cringey and wanton, and I think it did send the wrong message.

        • Re: (Score:2)

          by Sebby ( 238625 )

          Did you also get upset

          WTF said I got upset?

          • 1) You didn't answer the question: Do you get upset when a car is destroyed in a movie? 2) Do you know that most likely nothing in the ad was functional. So destroying them on camera was not that far off than throwing in the trash where it was going to be crushed by a different kind of machine.

    • Apple's ad wasn't only silly, it clearly made no sense. They crushed everything flat, but didn't crush the length and width down to the dimensions of an iPad. Are we really expected to believe it all magically came together? I think not. :-)

    • I think anyone offended by Apple's ad was either looking/pretending to be upset or just otherwise incapable of nuanced thinking. If you looked at that and though Apple was "crushing" creativity or anything like that then (I think) you're an idiot who couldn't figure out or be bothered to imagine what Apple was trying to say with their (in my opinion) silly advertisement. Apple's only mistake was apologizing to these mouth-breathing nincompoops instead of ignoring them. Someone had made an excellent post in the original story covering this pointing out how the four people quoted in the article were all oxygen thieves complaining about it for disingenuous reasons at best. I guess that enough of these drooling imbeciles are the same people that Apple hopes will shell out $$$$ for one of their new iPads though. I'm sure they'll happily buy one now and tell each other that the purple crayon still tastes the best even though it's the same screen they're licking each time. If any of these people voted Republican they're the exact sort who would have clapped when Jeb Bush asked them to, pretty please. We're really scratching the bottom of the gene Dixie cup with these folks. Buy me a drink and I'll tell you how I really feel.

      It could also be aftershock effect from the whole, "It's not a computer" campaign from awhile back. Apple does stupid really, REALLY well when it comes to marketing, and people are kinda sick of the tech giants basically flipping off the end-users at every turn. Apple included.

      Not that the ad did anything for me either way. I just saw it, thought, "That's a really weird track, but OK," and moved on.

      • Re: (Score:2)

        by Sebby ( 238625 )

        It could also be aftershock effect from the whole, "It's not a computer" campaign from awhile back. Apple does stupid really, REALLY well when it comes to marketing, and people are kinda sick of the tech giants basically flipping off the end-users at every turn. Apple included.

        That's a general problem with advertising I think - too many ads are simply insults to people's intelligence. (But I'll admit there's some clever good ones out there - they're just few and far between).

        Not that the ad did anything for me either way. I just saw it, thought, "That's a really weird track, but OK," and moved on.

        Similar reaction as myself. [slashdot.org]

    • Re: (Score:2)

      by tlhIngan ( 30335 )

      And here we go again, still talking about the iPad ad. In other words, Tim Cook, Apple marketing and the ad agency are celebrating yet again - because that ad has generated more marketing money in the form of press coverage for the new iPad.

      This is billions of dollars worth of exposure.

      And I'm sure anyone upset about the destruction is probably upset over nothing - because chances are it was 100% CGI. Oh, that stuff was probably real in the establishing shot with green screen, but then switched over to CGI

    • It’s not about understanding the ad, it’s just a very disturbing ad. Generally, when you’re making an ad, you want your audience to feel good about your product, not vaguely disturbed and depressed by it.

  • Samsung is not far from being as bad as Apple is
  • unforced error by Apple. Samsung maybe my brand but I am not an acolyte so the Samsung responses is cringy, seriously Samsung wants to criticize Apple?

    • It's not the first time either. Samsung clearly has a "little brother" complex and loves to pile on, completely forgetting all of their own cringey missteps including proven cheating at benchmarks, and phones that catch fire on airplanes.

  • I think it struck a nerve. (Score:5, Insightful)

    by waspleg ( 316038 ) on Thursday May 16, 2024 @02:36PM (#64477513) Journal

    Most of the negative stuff I saw from news outlets was from Hollywood (actors, artists, screenwriters, graphics people, etc).

    You know, a lot of the people generative AI are trying to put out of work? The people who are getting contracts being told essentially we can use your likeness/voice/whatever for infinity and use computers to use your long after your dead but you get no residuals? Yea.

    Personally I shrugged my shoulders, but I can see why some people would be really angry about it as it's pretty fucking tone deaf in how it crushes a bunch various art form's tools (the idea being that you only need the ipad, but that's not what a lot of people saw, they saw the death of something they love - maybe even themselves).

    • Re: (Score:3)

      by Sebby ( 238625 )

      (the idea being that you only need the ipad, but that's not what a lot of people saw, they saw the death of something they love - maybe even themselves).

      How Apple saw their ad: "You can do all the same creative things that you can do with all the stuff in this room (ie. what was in the crusher) with just the small simple tablet! PAY US NOW!"

      How Apple "missed the mark" of how it'd be seen by actual people: "You can be just as creative with this cold piece of glass as you could be with your guitar we just crushed in front of you. PAY US NOW!"

      Or, put another way from my point of view: I very much doubt anyone could blow me away with their creativity with a tab

    • Re: (Score:2)

      by tlhIngan ( 30335 )

      Most of the negative stuff I saw from news outlets was from Hollywood (actors, artists, screenwriters, graphics people, etc).

      You know, a lot of the people generative AI are trying to put out of work? The people who are getting contracts being told essentially we can use your likeness/voice/whatever for infinity and use computers to use your long after your dead but you get no residuals? Yea.

      And yet, two different things. Generative AI is about replacing those people. The iPad isn't - unless you use the Chat

    • Most of the negatives I saw was from musicians. But I shrugged too for I am not a musician.

  • wakka wakka

  • This woman walks through debrie, picks up a "damaged" guitar, looks at sheet music on her Samsung and plays the undamaged guitar that was supposedly in an hydraulic press. I'm sooo uncrushed, and amazed by what you can do on a Samsung - display a static image.

  • So they are going to crush your creativity (Score:4, Insightful)

    by EvilSS ( 557649 ) on Thursday May 16, 2024 @02:53PM (#64477551)

    "We would never crush creativity,"

    Every time Samsung makes one of these ads poking fun at Apple for doing something, they end up doing the same thing within a year. So I guess expect Samsung to crush creativity in the near future.

    • They crushed creativity long ago with every single product they make being a "Galaxy" something or other, whether it makes any sense or not.

    • This is correct. Samsung made fun of Apple for removing the headphone jack from iPhone, right before Samsung removed the headphone jack from Samsung Galaxy phones.

    • Every time Samsung makes one of these ads poking fun at Apple for doing something, they end up doing the same thing within a year. So I guess expect Samsung to crush creativity in the near future.

      Are you trying to turn a metaphor literal? You know Apple isn't crushing creativity right? This is called marketing. Actually it's called clever marketing - taking advantage of someone else's controversy to push your product.

      But here's the thing Apple released and iPad. Samsung released a tablet. They are incremental hardware upgrades. There's nothing Apple has done that is new or magic that is either crushing creativity or putting artists out of work.

      So what's your point? That Samsung is going to copy noth

  • This [youtu.be] is still my favorite Samsung ad. "If it looks the same, how will people know I upgraded?"

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