‘Creativity Comes From Within’ – Samsung Rides High on What Apple Crushed

“Creativity cannot be crushed,” says Samsung in its new advert after Apple literally pulverized artistry in its ad for the new and slim iPad Pro. Samsung struck while the iron is still hot, reaching out to originality and innovation.

Apple’s ad, which featured a hydraulic press crushing instruments from paint buckets, to an arcade game, and other objects, to highlight that its latest product the powerful and compact iPad Pro slim, is still buzzing with backlash.

Samsung’s counter ad, which is directed by Zen Pace with creative agency BBH USA, features a woman picking up a broken guitar, and playing a tune while reading music off a Samsung Galaxy Tab S9 tablet. BBH USA says the ad celebrates fundamental truth – creativity comes from within, and it’s something that technology cannot take away from.

Samsung Rides High on What Apple Crushed

Estefanio Holtz, Executive Creative Director at BBH USA, says the industry chatter around Apple’s ‘crush’ ad provided his client – Samsung – with a unique opportunity to respond. “Samsung was interested in saying something, and it happened really fast.” Holtz believes Samsung delivered a core message. “It’s about humanity, and the tablet is just a tool that helps her play the notes. We went in the opposite direction to remind people, as we go through technological innovations, that we cannot leave humanity behind.”

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Nandika Chand