On May 7, 2024, Apple launched its “Crush” ad—depicting beloved creative tools being destroyed for a thinner iPad. It became their biggest blunder in years.

Samsung took the moment and flipped the script, picking up right where the Apple ad left off. We drafted up a script on a Friday, shot over the weekend, and got our response live less than a week after the iPad ad debuted.

In just 24 hours, the film spread across the globe, igniting a worldwide conversation and making people rethink Apple—while seeing Samsung as the true champion of creativity.