With a real sense of humor, Samsung ridicules Apple’s loathsome ad by releasing a video that cleverly celebrates creativity. A nice marketing stunt that will please artists.
And re-pan on the beak! On May 7, Apple presented its new iPads (see our article) during an online conference which caused a lot of noise on the Web. Not for the quality of its tablets, which seem more efficient than ever, but for the advertising supposed to accompany the launch of the Pro models. An ad called Crush, in which we saw creative tools being crushed by a huge press to make way for the all-powerful iPad Pro equipped with a new generation chip. And the least we can say is that the message aroused indignant, even disgusted, reactions in the artistic community to the point that Apple had to quickly present an official apology, promising to withdraw this ad very soon. bad taste (see our article).
This very bad buzz obviously did not escape the competition, which must have rejoiced at Cupertino’s misfortunes. And barely a week after the broadcast of the scandalous clip, Samsung enjoyed ridiculing Apple with a video cleverly titled Uncrush. In a May 15 publication on inspiration by jotting down a few notes, all in front of a Galaxy tablet. A beautiful celebration of creativity – and resilience – and a nice slap in the face to the Apple company, which should delight artists. And a nice marketing coup, the publication coinciding with the release of the new iPads worldwide!
We can only salute the initiative and responsiveness of Samsung which produced its clip in record time, relying on a great idea, and promising in its publication of “never restrict creativity “. We hope that Tim Cook and his teams will have kept a sense of humor and self-deprecation to appreciate this amusing reminder at its fair value.