Samsung has jumped into the fray surrounding Apple’s controversial “Crush!” ad with a campaign of its own, aptly named “UnCrush.”

Samsung

While Apple’s ad faced significant backlash for its perceived attack on traditional creative tools, Samsung’s response seems more focused on capitalising on the controversy rather than offering a meaningful counterpoint.

Unfortunately, this attempt falls flat, missing an opportunity to genuinely address the underlying concerns about technology and creativity.

The original controversy

Apple’s “Crush!” ad, which depicts various creative tools being smashed to highlight the multifunctionality of the new iPad Pro, ignited widespread criticism.

Many saw the ad as a metaphor for technology steamrolling over human creativity, a particularly sensitive topic given the current debates around generative AI and its impact on creative industries. The backlash was swift and intense, with creatives and tech sceptics alike condemning Apple for what they saw as a tone-deaf celebration of technological dominance.

Samsung’s missing the point

In response, Samsung launched its “UnCrush” campaign, featuring scenes eerily reminiscent of the aftermath depicted in Apple’s ad. The ad shows a person picking up a damaged guitar and using a Galaxy Tab to display music and tablature, concluding with the tagline, “Creativity cannot be crushed.”

Samsung’s message is clear: creativity endures despite technological advancements.

However, rather than providing a thoughtful critique or alternative perspective, Samsung’s ad feels more like a reactive attempt to ride the wave of controversy. By mirroring the destruction depicted in Apple’s ad, Samsung inadvertently reinforces the same negative imagery that sparked the initial backlash.

The missed opportunity

Samsung’s “UnCrush” ad could have been a powerful statement about the synergy between technology and traditional creative processes. Instead of highlighting the resilience of creativity in a meaningful way, the ad resorts to a simplistic rebuttal that does little to advance the conversation.

A more effective approach might have shown how Samsung’s technology complements and enhances traditional artistic endeavours, showcasing real artists and creators who use both digital and analogue tools in their work. This would have underscored the message that technology can be a partner in the creative process, rather than an adversary.

The broader context of this advertising skirmish is the ongoing debate about the role of technology in creative fields.

As generative AI continues to evolve, many artists and creators feel threatened by the potential for machines to replace human labour. This anxiety is compounded by instances of AI-generated content created without proper credit or compensation to the original artists.

Both Apple and Samsung have an opportunity to address these concerns in a way that acknowledges the fears of the creative community while promoting their products as tools that empower, rather than replace, human creativity.

Unfortunately, both companies seem more interested in one-upping each other than engaging in a meaningful dialogue.

A call for better messaging

As technology continues to permeate every aspect of our lives, the way companies communicate about their products becomes increasingly important. Ads like Apple’s “Crush!” and Samsung’s “UnCrush” highlight the need for tech companies to be more mindful of the messages they send, especially when dealing with sensitive cultural issues.

Creativity is not something that can be easily quantified or replaced by a device, no matter how advanced. It’s a deeply human trait that thrives on the interplay between tradition and innovation. Tech companies should celebrate this interplay, showcasing how their products can serve as bridges between the old and the new, rather than instruments of destruction.

At the same time, it’s important to realise that those kicking up a fuss on the internet may be in the minority. And most of the general public may not feel the same way. We could suppose that Apple and Samsung’s ads were well-received by the majority, but that’s hard to gauge the real sentiment without taking to the streets.

The point is, that technology conglomerates should be extra-careful when developing campaigns, and possibly even hire people with more cultural insight to go over said campaigns before rollout. It’s obvious that Apple didn’t want to offend anyone, but believed its advert to be quirky and creative. It was, but it also struck a nerve for those same creatives.