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Samsung mocks Apple’s crushing iPad Pro ad with its own ‘UnCrush’ pitch

Still image from Samsung “Uncrush” video showing a woman in ripped jeans playing a guitar and the message “Creativity cannot be crushed.”
Image: Samsung

Samsung heard that Apple managed to upset a lot of people with the “Crush” ad revealed last week that smushed instruments, arcade games, and sculptures into a shiny new OLED-screened iPad Pro, and apparently just had to get into the conversation. Apple eventually apologized, with an exec saying it “missed the mark.”

On one side, responses included creatives like Hugh Grant and anyone who spotted a slightly-too-on-the-nose representation of Big Tech’s steamroller approach to art, copyright, and the past, powered by the might of generative AI tools. On the other there were the people ticked off by the knowledge that there was any backlash at all.

In response, the Samsung Mobile account on X posted this video with the hashtag “UnCrush,”…

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