Samsung Takes Shots at Apple with New Tab 9 Ad

Samsung released its new tablet ad in response to Apple’s faux pas, making users ask who won. Apple or Samsung?

• Apple’s “Crush” ad received widespread criticism for its tone-deafness.
• Samsung’s response emphasizes assistance to creativity.
• Both companies use humor and satire in their ads to engage consumers and foster loyalty.

Samsung takes a shot at Apple’s recent controversial iPad Pro ad with its own “UnCrush” campaign.

Apple came out with an ad for its new generation of iPads. However, they missed the mark by a mile. The ‘Crush’ ad featured a hydraulic press ‘compressing’ almost every creative tool humanity has ever created into the new iPad.

Whatever message they were hoping to send did not reach its destination. The internet was frankly appalled because all they saw was Apple destroying everything for the sake of technology. Even Hugh Grant had something to say about it. Apple had to apologize for the tone-deaf advertisement.

Seeing their opening, Samsung released their own ad for their Galaxy Tab 9, UnCrush. In this one, a woman is walking through a wreckage that’s supposed to be reminiscent of the one from Apple’s ad. We see her pick up the mostly broken guitar and then sit down and play it while looking at a music sheet on Tab 9. The message is clear. We are here to assist your creativity, not to crush it.

This back-and-forth between the two cellphone titans is not new. It’s always entertaining though. This marketing strategy is not even exclusive to these two either. Pepsi and Coca-Cola. McDonalds and Burger King.

In a lot of their ads, they play up this rivalry that has their respective user bases at each other’s throats. Here’s thirty minutes of Samsung making fun of Apple. Enjoy.

And here’s six minutes of Apple pointing out everything wrong with Android and Samsung.

And their shots are not limited to video ads. They also design billboards.

They essentially pluck their users’ heartstrings to foster loyalty and, by extension, drive sales. While Apple plays into the sleek and cool guy role and Samsung into the tech-savvy innovator, they both use humor and satire to make them feel less corporate and more human. This human touch draws people in. By tapping into emotions and values, both Apple and Samsung subtly persuade consumers to see themselves reflected in their brands. It’s not just about selling products; it’s about building relationships and creating a sense of belonging.

The ads are entertaining, but that’s how they get you: with laughter. So, what’s your poison? Apple or Samsung?

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