Samsung ads

Last week Apple released an ad for its new iPad Pro that was widely panned. The ‘Crush’ ad showed a variety of creative instruments being crushed and ultimately transformed into an iPad Pro. The message was simple: thanks to the iPad’s power and app ecosystem, all of these creative tools can exist together in a new form, an ultra-thin M4 iPad Pro.

The image of destroying beloved creative tools, though, didn’t send the desired message. Apple later issued an apology. Now Samsung has released its own parody ad, ‘UnCrush,’ which itself demonstrates a continued pattern of lacking creativity.

[youtube=https://www.youtube.com/watch?v=tNxDd3l0lEU]

Apple senior VP of marketing Phil Schiller was so concerned about Samsung’s Next Big Thing ad campaign, in which the company poked fun at Apple customers, that he emailed Tim Cook to suggest a change of ad agency to fight back – according to a claim by Samsung lawyer Jon Quinn.

The Verge reports that Quinn made the claim in his opening arguments in the patent trial in which Apple is accusing Samsung of violating five of its iOS-related patents.

Quinn says Schiller became “obsessed” with the campaign, writing CEO Tim Cook to suggest the company look into using another ad agency instead of its mainstay TBWA\CHIAT\DAY. That even led to Apple board discussions over the issue, Quinn added …

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