{"id":37992,"date":"2024-05-18T07:03:14","date_gmt":"2024-05-18T12:03:14","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=37992"},"modified":"2024-05-18T11:14:41","modified_gmt":"2024-05-18T16:14:41","slug":"first-apple-crushes-it-and-then-samsung-uncrushes-it","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/","title":{"rendered":"First Apple Crushes It, Then Samsung Uncrushes It"},"content":{"rendered":"<p>Last week, when people from the advertising industry began to dump on Apple&#8217;s new iPad advertisement on LinkedIn, I wondered what the fuss was about. Turns out that people working in creative industries <a href=\"https:\/\/www.hollywoodreporter.com\/business\/digital\/apple-apologizes-ipad-pro-crush-ad-criticism-1235895327\/\">don&#8217;t like it<\/a> when the richest company on earth wantonly flattens guitars, books, collectibles, and other art objects.<\/p>\n<p>If you haven&#8217;t seen the spot, here it is.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ntjkwIXWtrc?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>&#8220;Crush!&#8221; is far from a surprising take from the company that shrunk our record collections into nothingness, and conjoined our phones with our cameras. So <a href=\"https:\/\/www.cnn.com\/2024\/05\/09\/tech\/apple-apologizes-for-ipad-pro-ad\/index.html\">why<\/a> did Apple\u2019s vice president of marketing communications, Tor Myhren, feel the need to apologize? Also, who was he apologizing to, the critics of the ads, or Apple shareholders?<\/p>\n<p>Ryan O\u2019Connell, Chief Strategy Officer &amp; Founder of <a href=\"https:\/\/www.jnr-aunz.com\/\">jnr.<\/a> in Australia wrote an op-ed for <a href=\"https:\/\/www.adnews.com.au\/opinion\/if-the-new-apple-ipad-ad-is-worthy-of-an-apology-we-re-all-doomed\"><em>Ad News<\/em><\/a> wherein he argues that apologizing for the Apple iPad ad was a mistake.<\/p>\n<blockquote><p>The ad may not be your cup of tea, and perhaps even upset you, and that\u2019s OK. Creative will forever be subjective, and no campaign in the history of humankind has experienced universal love.<\/p>\n<p>Yet this one\u2019s not even remotely worthy of saying sorry for.<\/p>\n<p>What does merit an apology is the avalanche of boring, uninteresting, ineffective, wallpaper, that is so lacking in creativity that that no one even notices it, let alone talks about it. Such work is an unfathomable waste of time, money, effort and talent.<\/p><\/blockquote>\n<p>Ha! He is correct. The industry as a whole owes clients and their customers a thousand apologies for making pointless drab filler instead of advertising that moves people. And Apple may owe some apologies too&#8230;for stripping the earth of precious metals, for questionable labor practices at offshore factories, and for using more than its fair share of power to run data centers.<\/p>\n<h2>Samsung Claps Back<\/h2>\n<p>In an interesting twist, Samsung\u2014which has its own Galaxy Tab S9 Series tablet to promote\u2014is also critical of Apple&#8217;s new ad.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/947232585?h=26c879e2ca&amp;color=f1dd01&amp;title=0&amp;byline=0&amp;portrait=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&#8220;Creativity cannot be crushed,&#8221; the tagline for the new Samsung spot reads.<\/p>\n<p>Directed by filmmaker Zen Pace, the spot from advertising agency BBH USA &#8220;celebrates a fundamental truth: creativity comes from within, and it&#8217;s something that technology cannot take away from us,&#8221; the ad agency said in a statement to <a href=\"https:\/\/www.cbsnews.com\/news\/samsung-responds-to-apple-ipad-pro-crush-spot-with-own-ad\/\">CBS MoneyWatch<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week, when people from the advertising industry began to dump on Apple&#8217;s new iPad advertisement on LinkedIn, I wondered what the fuss was about. Turns out that people working in creative industries don&#8217;t like it when the richest company on earth wantonly flattens guitars, books, collectibles, and other art objects. If you haven&#8217;t seen [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":37995,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[296,341,336,127,12],"tags":[],"class_list":{"0":"post-37992","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-agency-business","8":"category-artificial-intelligence","9":"category-creativity","10":"category-creative-review","11":"category-resistance","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>First Apple Crushes It, Then Samsung Uncrushes It - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"First Apple Crushes It, Then Samsung Uncrushes It - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Last week, when people from the advertising industry began to dump on Apple&#8217;s new iPad advertisement on LinkedIn, I wondered what the fuss was about. Turns out that people working in creative industries don&#8217;t like it when the richest company on earth wantonly flattens guitars, books, collectibles, and other art objects. If you haven&#8217;t seen [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Adpulp\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-18T12:03:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-18T16:14:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2024\/05\/UnCrush_by_Samsung_on_Vimeo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"715\" \/>\n\t<meta property=\"og:image:height\" content=\"497\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Burn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@davidburn\" \/>\n<meta name=\"twitter:site\" content=\"@adpulp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Burn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\"},\"author\":{\"name\":\"David Burn\",\"@id\":\"https:\/\/www.adpulp.com\/#\/schema\/person\/40be2d95bd1121a5f5da567c4059856c\"},\"headline\":\"First Apple Crushes It, Then Samsung Uncrushes It\",\"datePublished\":\"2024-05-18T12:03:14+00:00\",\"dateModified\":\"2024-05-18T16:14:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\"},\"wordCount\":399,\"publisher\":{\"@id\":\"https:\/\/www.adpulp.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2024\/05\/UnCrush_by_Samsung_on_Vimeo.jpg\",\"articleSection\":[\"Agency Business\",\"Artificial Intelligence\",\"Creativity\",\"Featured Creative\",\"Resistance\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\",\"url\":\"https:\/\/www.adpulp.com\/first-apple-crushes-it-and-then-samsung-uncrushes-it\/\",\"name\":\"First Apple Crushes It, Then Samsung Uncrushes It - 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I'm baffled because this spot fails to tell me why Samsung's tablet is better than Apple's iPad. It looks smaller and I'm pretty sure it's less expensive, which are two big advantages. Advertising has to find creative way to\u2026","rel":"","context":"In &quot;Featured Creative&quot;","block_context":{"text":"Featured Creative","link":"https:\/\/www.adpulp.com\/category\/creative-review\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8198,"url":"https:\/\/www.adpulp.com\/iad_is_the_tort\/","url_meta":{"origin":37992,"position":2},"title":"iAd Is The Tortoise, Not The Hare","author":"David Burn","date":"August 16, 2010","format":false,"excerpt":"The Wall Street Journal is reporting that Apple's foray into the creation of mobile advertising on behalf of big brands is going, but slowly. Since launching its iAd mobile advertising service on July 1, Apple has been slow to roll it out. Of the 17 launch partners Apple named for\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":40208,"url":"https:\/\/www.adpulp.com\/apple-can-help-you-be-ostentatiously-mediocre-and-succeed\/","url_meta":{"origin":37992,"position":3},"title":"Apple Can Help You &#8220;Be Ostentatiously Mediocre And Succeed&#8221;","author":"David Burn","date":"July 16, 2025","format":false,"excerpt":"Navigating the demands of office work in The Age of AI presents new challenges for today's thought workers. If you are not careful to constantly upgrade skills, colleagues who have, may lap you in the perpetual race to impress the boss and keep your job. Vinsom Cunningham, author of a\u2026","rel":"","context":"In &quot;Artificial Intelligence&quot;","block_context":{"text":"Artificial Intelligence","link":"https:\/\/www.adpulp.com\/category\/artificial-intelligence\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2025\/07\/Apple_Intelligence___Writing_Tools___iPhone_16_-_YouTube.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2025\/07\/Apple_Intelligence___Writing_Tools___iPhone_16_-_YouTube.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2025\/07\/Apple_Intelligence___Writing_Tools___iPhone_16_-_YouTube.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2025\/07\/Apple_Intelligence___Writing_Tools___iPhone_16_-_YouTube.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2025\/07\/Apple_Intelligence___Writing_Tools___iPhone_16_-_YouTube.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":14092,"url":"https:\/\/www.adpulp.com\/apple-adjusts-its-in-app-advertising-package\/","url_meta":{"origin":37992,"position":4},"title":"Apple Adjusts Its In-App Advertising Package","author":"David Burn","date":"December 13, 2011","format":false,"excerpt":"Apple is losing ground to Google in the race for mobile advertising dollars. Last year, Apple shared the top spot in the mobile display ad market with Google, each company capturing 19 per cent, according to research firm IDC. This year, Apple fell to No 3, behind Google and independent\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2532,"url":"https:\/\/www.adpulp.com\/apple_helps_peo\/","url_meta":{"origin":37992,"position":5},"title":"People Pushing Apple&#8217;s Buttons","author":"David Burn","date":"May 3, 2006","format":false,"excerpt":"Wired looks at one of the greatest retail success stories in history. Apple says its stores are now making more than $1 billion in sales per quarter. Just two years ago, the stores were making $1 billion a year -- and at that time they were the fastest-growing retail operation\u2026","rel":"","context":"In &quot;Retail&quot;","block_context":{"text":"Retail","link":"https:\/\/www.adpulp.com\/category\/retail\/"},"img":{"alt_text":"Ginza_Store.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/Ginza_Store.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/37992","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=37992"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/37992\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/37995"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=37992"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=37992"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=37992"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}