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Samsung ad mocks failure of Apple’s iPad Pro ‘favorite’

That’s Samsung’s message in a new spot trolling the “favourite” ad for Apple’s iPad Pro, which caused an internet meltdown last week.

In Apple’s advertising, the creative tools (paint, instruments, etc.) are crushed in a hydraulic press, to give birth to the new iPad Pro, ultra thin and powerful. As my colleague Katie Notopoulos pointed out, the meaning was probably simple: Look at this upgraded gadget that can do so many things, and it’s so thin.

That’s not how the internet reads it. Instead, the overwhelming reaction was that the ad subsumed much of the collective existential fear that technology is replacing humans – especially creatives. The backlash was so intense that Apple apologized, pulled the ad’s television broadcast and admitted to Ad Age that it “missed the mark.”

A week later, on Wednesday, Samsung published its response.

The ad, which was produced by BBH USA and which will be broadcast on social networks according to Ad Age, appears to be a continuation of what could well be described as a continuation of Apple’s spot. In a dimly lit room littered with crushed instruments and debris, with a paint-splattered hydraulic press in the background, a young woman comes to pick up a partially crushed guitar and begins to play.

She plays music on a tablet – a Galaxy Tab S9. The S9 has been on the market since August, so while the spot is partly a tablet ad, it’s primarily a timely kiss-off for Apple.

Despite the fact that sales of both companies have recently fallen, Apple and Samsung are the leaders in tablet sales. In the first quarter, Apple shipped 9.9 million units, according to IDC. Samsung shipped 6.7 million during the same quarter.


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