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Apple iPad Pro crush video ends in sorry, Samsung is trolling with UnCrush

Apple recently got a bunch of bad press for the new Apple iPad Pro (2024). The reason was a video for the new tablets.
Apple iPad Pro 2024 space-black-2-up-240507

Apple has made some of the most well-known video ads, but with the new Apple iPad Pro, the commercial went a bit wrong. The video shows a variety of creative tools and instruments being crushed by a hydraulic press. At the end an iPad Pro appears. The ad sparked so much backlash on social media that Apple has now issued an official statement about it.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Tor Myhren, Apple VP of Marketing Communications

The Apple iPad Pro video is still available on Apple’s official YouTube channel, as seen above. However, Apple has confirmed that it will not be broadcast on television. Meanwhile, Samsung has also responded to Apple’s latest escapades with its own video titled “UnCrush.” The slogan is “We would never destroy creativity” – a template used by Apple.

Apparently Samsung wants to capitalize on the controversy surrounding Apple’s video, which was met with widespread rejection almost everywhere on the Internet. Of course, the real message behind the video was that the new Apple iPad Pro models can replace all the things that were destroyed. Apparently people in California didn’t think twice about whether a press would create the right image to convey this message.

As far as Samsung’s attempt is concerned – trolling is of course not the polite way to do it either. On the other hand, in Korea they carefully observed all creative boundaries with Far Eastern restraint. Whether this achieves the actual goal of advertising is highly doubtful. Or are you now buying a Samsung Galaxy Tab S9 instead of the new Apple iPad Pro 11 (2024)?

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Toni Hobrecht
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