Samsung, how much creativity does it really take to parody an Apple ad?

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.

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