Samsung mocks Apple's 'Crush' ad fumble with new video

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Tech company Samsung has released a short ad in response to the backlash it's competition, Apple, got for an ad it did for its new 13-inch iPad Pro that landed badly with viewers.

In the short video, a woman is seen walking around a dark room that is scattered with crushed instruments, debris and a paint -splattered table.

Don't miss: Apple apologises for iPad Pro 'Crush' ad

In the video, the young woman picks up a partially destroyed guitar and begins playing it while reading music off a Galaxy Tab S9 tablet.

The video ends by saying:

Creativity cannot be crushed.

The video was a direct jab at Apple's 'Crush' ad. Set to the tune of Sonny and Cher’s All I Ever Need is You, the film by Apple features a tower of everyday and analogue items such as paint, a metronome and an arcade machine being crushed by a hydraulic press with slow motion and close-up shots for dramatic effect.

The press then opens to reveal the thinnest iPad it has made and highlight the vast features and capabilities of its new M4 chip. However, sentiments against Apple’s iPad line dropped after the release of its iPad Pro commercial.

According to media intelligence firm CARMA at the time, words associated with the Apple’s iPad initially were largely positive with words such as “high”, “valued’ and “features”. In contrast, after the Crush advertisement, sentiments about Apple’s iPad dropped to 50.8% positive and 19.7% negative.

Words associated with the brand were a mixed bag with words such as “incredible” and “vibrant” being brought up alongside words such as “worried”, “angry” and “bad”.

According to replies seen on Apple CEO Tim Cook’s post on X about the new commercial, netizens were unhappy with its wasteful disregard for creative equipment and its depiction of a dystopian future. “I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators. I don’t want to align myself with the values portrayed in this video. I wonder what Steve Job would think if he saw this,” said a user.

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