‘We do not crush creativity’ – Samsung kicks Apple when it is down with new advert after iPad Professional controversy

Final week, Apple held its ‘Let Free’ occasion the place the agency offered a number of of its new improvements and merchandise, which included an advert about the principle attraction of the occasion, the brand new iPad Professional. As you might have seen, this advert stirred up a storm of controversy for causes that Apple hadn’t meant – and now, Samsung has taken the chance to place out an advert in response, taking a jab at Apple’s advert. 

The advert that accompanied the presentation introducing the iPad Professional depicted a bunch of objects used to create and eat media previously being crushed by a hydraulic press, which lifted to disclose the brand new iPad Professional – implying you can distil all of these objects into the brand new pill.

This went viral and was extensively talked about as a result of, regardless of Apple’s finest intentions and the deserves of the brand new iPad Professional, it got here throughout as Apple destroying all of these items which can be so acquainted to so many,  and signify lots of the methods we presently take pleasure in making artwork – and that Apple had the answer to switch all of it. 

Apple turned conscious of the controversy and the corporate’s VP of Advertising and marketing Communications, Tor Myhren, issued an announcement by the use of apology, talking to Advert Age after the backlash.

Myhren said: “Creativity is in our DNA at Apple, and it’s extremely essential to us to design merchandise that empower creatives everywhere in the world. Our objective is to all the time rejoice the myriad of how customers categorical themselves and produce their concepts to life via iPad. We missed the mark with this video, and we’re sorry.” 

Samsung enters the dialog

Amid this whirlwind, Samsung clearly noticed a chance and deployed its personal advert by way of the Samsung Cell US X (previously Twitter) account, with the put up studying: “We’d by no means crush creativity. #UnCrush.”

Samsung’s advert unsubtly references Apple’s advert and depicts what seems to be the aftermath of the objects having been crushed by the press, the place a lady walks as much as all of it, and picks up a guitar mendacity among the many particles. She proceeds to take a seat on the sting of the press, taking part in the guitar, and buzzing alongside whereas taking a look at sheet music displayed on a Galaxy Tab S9 pill (launched in 2023).

The advert contains a close-up shot of the again of the pill, displaying the Samsung emblem, for a second. Then, the sentence “Creativity can’t be crushed” is displayed, and it cuts to a black display that reads: “Galaxy Tab S9 Collection with Galaxy AI.” 

An opinion that many agree with – however is Samsung the one to champion it?

It is a shrewd transfer on Samsung’s half and efficiently captures the sentiment of among the criticism directed at Apple, however many individuals aren’t satisfied of its sincerity.

First off, Samsung is not identified for being the primary alternative of many creatives in the case of gadgets, and if the corporate would really like that to alter, there’s rather more work to be carried out than one sassy advert. Possibly Samsung can use this as a chance to tell apart itself as a special sort of tech firm in the case of human creativity. Nonetheless, in the intervening time, that is not a sense which is evoked in most individuals once they consider Samsung, to not point out its present tech business place (primarily) as an Apple various producer. 

Additionally, the highest replies in response to Samsung Cell US’s put up say that the advert itself isn’t particularly riveting or evocative, and doesn’t really feel notably creatively pushed. 

One other criticism that I’ve seen from a number of folks is Samsung’s personal point out of the AI it incorporates into its merchandise. To some, the time period ‘AI’ is rapidly changing into the antithesis of the concept of uncooked human creativity. I am sympathetic to this view, however I do not share it and I do not assume AI and human creativity are mutually unique. Computing usually is usually a medium like every other, and AI is a device that may be developed and utilized by people to assist profit, or destroy, creativity. Frankly, proper now it is arduous to inform which of these two forces is successful, however as somebody who enjoys inventive actions myself, I’ve discovered AI to be helpful in serving to me brainstorm. 

So, whereas I do not assume Samsung seems to be like a paragon of creativity after this advert, I feel it is a enjoyable jab at Apple that strikes a chord (pardon the pun). Moreover, I am all for reminding know-how firms that human creativity is certainly one of our greatest attributes as a species. 

As we already touched on, although, Samsung must do extra than simply push out an advert – if it’s critical about going after Apple, the corporate must develop a pill that may compete with the iPad Professional and tempt inventive folks into spending cash on it.

As for Apple, I doubt the corporate will reply to Samsung right here, as I am positive it needs to maneuver on from this misstep and proceed to construct on the truth that the iPad Professional is a legitimately spectacular piece of know-how. 


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