Samsung uncrushes creativity
The tech brand makes a not-so-subtle swipe at Apple’s controversial Crush campaign.
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Credits
powered by
- Agency BBH/New York
- Production Company In-House at Agency
- Director Zen Zadih Pace
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Credits
powered by
- Agency BBH/New York
- Production Company In-House at Agency
- Director Zen Zadih Pace
- Chief Creative Officer Erica Roberts
- Executive Creative Director Estefanio Holtz
- Executive Creative Director Ryan Paulson
- Associate Creative Director/Copywriter Lee Lawrence
- Senior Art Director Sofia Gahn
- HP Deborah Archambault
- Senior Producer Doug Harrison
- Producer Henry Wolf
Credits
powered by
- Agency BBH/New York
- Production Company In-House at Agency
- Director Zen Zadih Pace
- Chief Creative Officer Erica Roberts
- Executive Creative Director Estefanio Holtz
- Executive Creative Director Ryan Paulson
- Associate Creative Director/Copywriter Lee Lawrence
- Senior Art Director Sofia Gahn
- HP Deborah Archambault
- Senior Producer Doug Harrison
- Producer Henry Wolf
Although delicate in its delivery, Samsung's message to tech competitor Apple in its mock spot is perfectly clear: creativity cannot be crushed.
Directed by Zen Zadih Pace, Uncrush is a response to the controversial Crush ad, in which Apple portrayed analogue creative instruments being pulverised in a hydraulic press. The spot was immediately pulled from air after receiving widespread criticism for its insensitivity.
Samsung’s well-timed retaliation sees a woman stepping into, what seems to be, the aftermath of Apple's ad. She salvages a damaged guitar from the debris and begins playing it while reading music off her Galaxy Tab S9 tablet, emphasising how technology should assist with and improve the use of traditional tools to enhance human creativity- not crush it.
