Making the most of the recent backlash to Apple’s “Crush” ad – for which the tech giant eventually apologized – Samsung has released a response video on its X account unsubtly accompanied by the hashtag #UnCrush.

And the pointed jab: “We would never crush creativity.”

The 43-second film shows a woman stepping over debris – looking very much like the end of the Apple “Crush” ad after the hydraulic press did its destructive work. She comes across a guitar that escaped destruction and starts to play notes displayed on her Galaxy Tab S9.

Check it out:

We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE

— Samsung Mobile US (@SamsungMobileUS) May 15, 2024

---

 

---

According to Ad Age, the spot was created by BBH USA and directed by Zen Pace.

Here’s Apple’s ad. To their credit, they have kept it online.