UPDATE: Could 17, 2024: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Can’t be Crushed” advert is operating on social channels and doesn’t have paid media assist.
Dive Transient:
- Samsung’s cellular division has responded to a poorly acquired Apple advert that critics known as hostile to creativity with a spot of its personal, per particulars shared with Advertising and marketing Dive.
- In Apple’s “Crush!,” an enormous press crushes artwork provides and devices to forge the most recent iPad Professional. Samsung’s video, “Creativity Can’t be Crushed,” reveals an individual wandering via the wreckage of what seems to be the aftermath of the Apple advert earlier than choosing up a battered guitar and starting to play with assist from a Samsung pill.
- Company BBH USA and filmmaker Zen Tempo moved shortly to tug the spot collectively following Apple’s stumble final week. Apple issued an apology for “Crush!,” which set off a social media firestorm, and scrapped plans to run the artistic on TV.
Dive Perception:
Samsung is taking a shot throughout the bow at Apple as its competitor tries to get better from a broadly panned business that rubbed creatives — a giant viewers for tablets — the flawed method. “Creativity Can’t be Crushed” was executed in a matter of days, underscoring the tight timelines entrepreneurs and businesses should adhere to to remain on the ball with fast-moving social media conversations.
Apple has already apologized for “Crush!” and pumped the brakes on a number of the media plans behind the artistic, which helps its largest iPad launch in two years. The most recent iPad Professional is the thinnest machine but from the iPhone maker, a top quality the advert illustrates by depicting a large steel press smushing an array of objects, together with a piano and sculpture, into one compact pill.
“Crush!” may very well be interpreted in a number of methods, suggesting the iPad Professional incorporates a world of media capabilities in a single place and likewise doubtlessly referencing the recognition of hydraulic press movies on platforms like TikTok that present industrial machines obliterating every little thing from sweet to spools of yarn.
However many viewers perceived the spot, which was produced in-house, as an assault on creativity. Sensitivity round artwork crafted by people is greater amid the rise of generative synthetic intelligence. Apple promotes the iPad Professional as well-equipped for dealing with AI (as does Samsung for its tablets).
Samsung is utilizing the uncommon advertising and marketing miss from Apple as a chance to push its Galaxy Tab S9 collection, and positioned its business as greater than only a dig. The spot follows a musician choosing up a overwhelmed guitar from a pile of particles and sitting down close to a steel platform that seems just like the press seen in Apple’s “Crush!” The musician begins to strum a music with assist from sheet music displayed on a Galaxy Tab S9. A closing textual content reads, “Creativity can’t be crushed” after which shows the Galaxy Tab S9 Collection branding paired with a plug for Galaxy AI.
“Greater than a response, it is a celebration of all artistic souls. True artists, makers and creators know that creativity at all times finds a method,” stated Estefanio Holtz, government artistic director BBH USA, in an emailed assertion.
“Creativity Can’t be Crushed” at present seems on YouTube and X, previously Twitter, with captions studying, “We’d by no means crush creativity. #UnCrush.” Advertising and marketing Dive has inquired in regards to the media plan behind the spot and can replace this story pending a response.
