There is nothing like a good brand feud to make us bring out our popcorn and just scroll through the drama.
Things are about to get a little…crushed.
Apple’s new ad promoting its latest iPad Pro model – the thinnest tablet created by Apple made people wish it stayed a little thicker. Let’s take a look at the new ad by Apple that got the internet up in a fit.
The ad was called out to be ‘tone-deaf’, ‘the destruction of human experience’, and ‘sad and ignorant’. While not tasteful, I see where Apple were headed with their ad. But hey, at least it wasn’t THAT “I died from cervical cancer” campaign, right?
This ad is a complete opposite of their 1984 that set the tone for Apple being THE device for creatives.
Apple, sensing the PR disaster unfolding, released an apology statement to AdAge and yanked the ad from TV faster than you can say “sorry, not sorry”.
This is where it gets interesting.
Samsung, never one to miss a golden opportunity to jab at Apple, saw their chance and pounced. They released a counter-ad featuring a young woman walking through the wreckage of Apple’s destruction, picking up a crushed guitar, and strumming a defiant tune.
Their angle? You can’t crush human creativity. A brilliant example of moment marketing if you ask me.
But wait, there’s more!
Here’s where things get juicy. Eagle-eyed viewers noticed a striking resemblance between Samsung’s ad and a 2008 commercial by LG promoting a new phone. I don’t remember them receiving the same flak as Apple – different times.
Now, the last interesting bit in this crushing mayhem….because guess who created LG’s ad in 2008? Yep, you guessed it: BBH USA, the same agency behind Samsung’s response!
Some even compared it to the Pokémon ad from 1998, but that’s a can of worms that i’ll open later:
This whole crushing ad saga is a hilarious view of tech giants fighting it out. It’s also a case study for how quickly things can turn sour for companies in the power of social media and the all-watching eye of the internet, popcorn at the ready.
