Samsung Mocks Apple’s ‘Crush’ Video – ‘We would never crush creativity’

“Creativity cannot be crushed.”

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:


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.


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