By John McCarthy, Opinion editor

May 16, 2024 | 2 min read

We all like a reactive ad, or at least we like talking about them. Samsung has taken a solid swipe at the market leader while it licks its wounds from ‘Crush,’ a widely berated piece of work.

BBH USA has whipped up a fast response to one of Apple’s biggest fails in recent years.

In the ad, a woman salvaged a crushed guitar and used a Samsung tablet to learn the instrument. The goal of the ad is to celebrate human creativity – something that many thought Apple showed disdain for.

We all like to see an old guitar being used, even though, physically, we know that instrument simply wouldn’t function.

It’s going to get a lot of earned media for what is likely a week or two’s work. It is also worth noting how close the visuals are to the original.

Here is the Apple ad in question.

Further reading:

Creative Apple Samsung

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