After Apple’s recent “Crush” ad drew backlash for seemingly symbolizing the destruction of creativity, Samsung has stepped in with a pointed response of its own. In a new spot titled “Uncrush,” the tech giant seizes the moment to both critique Apple and spotlight its own innovation.
Picking up from the dramatic scene Apple left behind—a massive hydraulic press flattening artistic tools—Samsung’s ad opens on the wreckage. Amid the debris, a woman walks through the remains of crushed instruments and creative supplies. She finds a guitar, sits down, and begins to strum. By her side is the Galaxy Tab S9 Ultra, serving as a digital sheet music stand. The message is clear and concise: “Creativity cannot be crushed.”
Produced by BBH USA and directed by Zen Pace, the ad aims to promote the Galaxy Tab S9 series, showcasing its role in supporting creative expression—right where Apple’s ad was seen as undermining it.
Public reaction on X (formerly Twitter) has been mixed. Some users applauded Samsung’s clapback. “Legendary,” one user said. “Great response,” another added. Yet, not everyone was impressed. Detractors called the ad “petty” and questioned Samsung’s originality. One user commented, “Is this the best Samsung can come up with? Yet another ad mocking Apple… Instead of mocking, why not highlight what makes Samsung better?”
Apple’s original ad, “Crush,” aired on May 7th and immediately sparked controversy for what many perceived as a tone-deaf metaphor for innovation. Facing widespread criticism, Apple has since apologized and announced that the ad will not be broadcast on television.
Samsung’s “Uncrush” enters the fray not just as a promotional piece, but as a statement—creativity lives on, and the tools to nurture it are very much intact.
