The recent backlash against Apple’s tone-deaf iPad Pro ad has provided Samsung with an opportunity to position itself as the ally of creatives. Apple’s ad, which depicted a hydraulic press destroying creative tools and instruments, received negative reactions and led to the company issuing an apology and canceling plans to air the ad on TV.
In response, Samsung released its own ad that seemed to pick up where the hydraulic press left off. The ad for Samsung’s Galaxy Tab S9 Ultra features a woman walking through a warehouse filled with scattered debris. She picks up a beat-up guitar from the floor and starts playing it, reading sheet music from a Samsung Galaxy tablet propped up on a music stand. The camera pans out to reveal a hydraulic press platform dripping with paint, accompanied by the text “Creativity cannot be crushed.”
Samsung’s ad is a clear callout of Apple’s misguided iPad Pro ad. It highlights the importance of creativity and sends a message that Samsung understands and supports the creative community. The timing of Samsung’s move is strategic, capitalizing on Apple’s tarnished reputation and positioning Samsung as the solution for creatives seeking a reliable and supportive technology partner.
The issue of AI and its impact on creativity is also relevant in this context. The rise of AI poses a threat to creative livelihoods, with concerns about copyright infringement and generative AI tools that can create content with simple prompts. There is an ongoing debate about whether AI will replace jobs or empower creatives to better express themselves.
Apple has long positioned itself as a friend to creatives, profiting from their aspirations of being the best versions of themselves. However, the recent iPad Pro ad fell flat and portrayed a grimly dystopian vision rather than inspiring creativity. This misstep has given Samsung an opportunity to step in and offer consolation to creatives.
Samsung’s ad not only takes a swipe at Apple but also reassures creatives that their creativity cannot be crushed. It positions the Samsung Galaxy Tab S9 Ultra as a device that supports and empowers creatives, contrasting with Apple’s misguided representation.
In conclusion, Samsung’s response to Apple’s iPad Pro ad is a well-timed move that positions Samsung as the ally of creatives. By highlighting the importance of creativity and offering a solution that supports and empowers creatives, Samsung capitalizes on Apple’s misstep and establishes itself as a reliable and supportive technology partner.
