Samsung Promotes Galaxy Tab S9 With Slight Nod to Apple's Crushing Ads

Samsung launched a promotional video for its Galaxy Tab S9 series with the tagline "Creativity cannot be crushed," hinting a nudge at Apple's controversial ad.

Apple's "crush" ad became a hot topic after the ad physically crushed various objects using a hydraulic press to reveal the new iPad Pro.

Samsung Markets Galaxy Tab S9 With Uncrush Concept

Samsung uploaded a new promotional video just a week after Apple apologized for the crushing ad. The new ad seemed to be a sequel to the latter's company ad with bits of destroyed materials lying on the floor.

A musician picked up a partially broken guitar and started humming a song. The ad eventually revealed the Galaxy Tab S9 is being used as a guide for musical notes. The electronics giant also captioned "We would never crush creativity."

Social media users were quick to notice the parallels between Apple and Samsung promotional ads. Some users even praised the company's ability to turn around the controversy and steer it in their direction to promote their own tablet.

Apple Issues Apology for Controversial iPad Crush Ad

Apple launched a promotional video just in time for iPad Pro's introduction to the public. However, contrary to the expectation the commercial quickly became controversial, forcing the company to apologize.

"Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry," said Tor Myhren, Apple's VP of marketing communications.

The crush ad gained criticism for its massive destruction of musical instruments, camera lenses, books, and other objects to reveal the iPad Pro. The main idea of the ad was to imply that the new iPad can provide the same thing as well but it missed its mark.