Samsung (Doesn’t?) Crush the Competition

Advertising is a challenging field that requires capturing an audience’s attention and delivering a compelling message, akin to performing a trumpet solo while walking a tightrope. Any misstep can jeopardize a brand’s reputation, demanding significant effort to regain public trust. Conversely, a competitor’s mistake can present a golden opportunity to highlight your own brand’s strengths.

Such was the opportunity for Samsung following the backlash against Apple’s advertisement “Crush!” which demonstrated the durability of the new iPad by destroying numerous musical instruments and creative tools. This portrayal sparked controversy, especially among the communities concerned about technology overshadowing traditional art forms.

Reacting quickly, Samsung crafted a counter-advertisement titled “Creativity Cannot be Crushed” in just over a week. Set in a similar scene of destruction as Apple’s ad, their commercial features a woman who finds a solitary guitar among the debris. She starts to play it, using a Samsung Galaxy Tab S9 for her music. This concise and poignant response not only directly addresses the controversy stirred by Apple’s ad but also positions Samsung as a supporter of the creative community. This strategic move demonstrates how swift, thoughtful marketing responses can keep a brand relevant and foster positive buzz online.