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# The Crush of Defeat
- URL: https://spyglass.org/un-crush-samsung-apple/
- Published: 2024-05-16T08:44:27.000Z
- Updated: 2024-05-16T15:39:39.000Z
- Description: Well played, Samsung
- Author: M.G. Siegler
- Tags: advertising, samsung, apple, tech, ipad, #nodate

Samsung has [a long history](https://www.youtube.com/watch?v=JP5CnX7F%5FUk&ref=spyglass.org) of mocking Apple – [and its fans](https://www.networkworld.com/article/739254/smartphones-iphone-fanboys-depicted-as-fad-following-sheep-in-new-samsung-ad.html?ref=spyglass.org) – with advertising campaigns. Most of them are dumb, especially since Samsung often just blatantly copies Apple on many product decisions. But this ad "Un-Crush" is good. It is, of course, a reference to [Apple's decidedly tone-deaf](https://spyglass.org/crush-with-i-liner/) ["Crush!" commercial](https://www.youtube.com/watch?v=ntjkwIXWtrc&ref=spyglass.org). 

While I wouldn't call it subtle, it's more of a quiet yet clever dig. We have the creativity destroying press complete with paint still dripping out of it and a guitar that somehow survived the carnage. Which a woman picks up and starts playing... while reading some sheet music on her Samsung tablet – propped up on an art easel, no less. "Creativity cannot be crushed."[1](#footnote)

Well, um, played. 

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1 Slight demerit for the name "Galaxy Tab S9 Series with Galaxy AI" which is as messy as Apple's crime scene and all sorts of Department of Redundancy Department ready.