Samsung Mocks Apple's Controversial 'Crush' Ad With 'UnCrush' Pitch

Samsung has released a response to Apple's recently criticized "Crush" ad, which featured the destruction of instruments, arcade games, and sculptures to promote the new iPad Pro. Apple subsequently apologized, with an executive admitting they "missed the mark." In a video titled "UnCrush," created by BBH USA and directed by Zen Pace, Samsung depicts a woman navigating debris reminiscent of Apple's ad, using a Galaxy Tab S9 and Galaxy AI to play guitar, in contrast to Apple's destructive message. "We would never crush creativity," the caption of Samsung's video reads.

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