The tech world witnessed a swift and witty response this week as Samsung countered Apple’s controversial iPad Pro ad. Apple’s commercial, which featured a hydraulic press obliterating instruments and art supplies, sparked outrage online. Many interpreted it as a metaphor for technology replacing human creativity, leading to a fierce backlash and ultimately an apology and ad pull from Apple.
Capitalizing on this internet fervor, Samsung released a 43-second social media ad that cleverly picks up right after the destruction depicted in Apple’s spot. The scene opens in a dimly lit room – a familiar setting for viewers who saw the original ad. However, this time, destruction isn’t the only story. Scattered amidst the crushed instruments and paint-splattered debris, a young woman emerges, a symbol of resilience. Undeterred, she picks up a partially-damaged guitar and begins to play. The source of her music? A sleek tablet – the Samsung Galaxy Tab S9.
While the ad subtly showcases the Tab S9, its true power lies in its playful jab at Apple’s misstep. The focus shifts from destruction to creation, highlighting how creativity can persevere even in the face of challenges. The woman’s act of playing music amidst the wreckage becomes a powerful statement: technology, in the right hands, can be a tool for artistic expression, not its demise.
The tech titans’ continued competition is shown by their prompt response. Both businesses continue to dominate the tablet industry despite recent declines in sales. IDC reports that Apple shipped a massive 9.9 million handsets in Q1, with Samsung following closely behind with 6.7 million. Samsung’s advertisement takes advantage of this competitive environment by presenting itself as a supporter of artistic expression in addition to advertising its product.
The internet has taken notice of Samsung’s advertisement due to its clever execution and obvious message. It serves as a reminder that, occasionally, the best marketing involves more than just promoting a product—instead, it involves knowing your target group and capitalizing on the current cultural trends.