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Last week, Apple introduced an ad that received enough backlash to make the tech giant apologize<\/a> and cut plans to air it on TV. Now, rival Samsung has released an ad that makes fun of Apple’s fiasco by returning to the same scene \u2014 but with a different message.<\/p>\n Apple’s Crush<\/a> iPad Pro ad featured creative objects, like paint, a piano, a record player, and books, bursting under the force of a hydraulic press. When it lifts, an ultra-thin iPad is revealed. The ad doesn’t have a human being in it.<\/p>\n Related: <\/b>Is It an iPad or a MacBook? Apple Makes It Tough to Tell By Revealing a 13-Inch iPad Pro With ‘Outrageously Powerful’ M4 Chip for AI<\/b><\/a><\/p>\n Samsung’s new ad, posted Wednesday on X<\/a> and other<\/a> social media with the hashtag UnCrush, appears to be shot in the aftermath of Apple’s ad.<\/p>\n We would never crush creativity. #UnCrush<\/a> pic.twitter.com\/qvlUqbRlnE<\/a><\/p>\n \u2014 Samsung Mobile US (@SamsungMobileUS) May 15, 2024<\/a><\/p><\/blockquote>\n A person steps through the rubble of crushed objects left behind at the end of Apple’s ad and picks up a beat-up guitar. They then start playing it while sitting on what appears to be the hydraulic press Apple used in its ad.<\/p>\n Here’s the kicker: They’re looking at sheet music on a Samsung tablet.<\/p>\n “Creativity cannot be crushed,” is Samsung’s message at the end of the ad, before a screen that reads “Galaxy Tab S9 Series with Galaxy AI.”<\/p>\n Related: <\/b>Apple Issues Apology for iPad Pro ‘Crush!’ Ad and Pulls It from TV<\/b><\/a><\/p>\n This isn’t the first time Samsung has shaded Apple in an ad. Samsung mocked the iPhone’s battery strength<\/a> in 2014, the iPhone X notch<\/a> in 2017, and iPhone cameras<\/a> in 2022, to name a few<\/a>.<\/p>\n Apple’s ad was roundly criticized<\/a> by many \u2014 from Hollywood stars to college professors.<\/p>\n Americus Reed II, a marketing professor at The Wharton School of the University of Pennsylvania, told the Associated Press<\/a> that the ad came across as “technology crushing the life of that nostalgic sort of joy (from former times).”<\/p>\n\n