Samsung Pokes Fun at Apple to Prove Creativity Cannot Be Crushed

BBH has launched its latest work for Samsung, in response to the recent Apple spot.

The spot, entitled 'Creativity Cannot be Crushed' creatively led by BBH USA, celebrates a fundamental truth: creativity comes from within, and it's something that technology cannot take away from us. This core belief aligns seamlessly with Samsung's mission of supporting people to be their best by enabling creativity through innovative products.

In response to the recent Apple spot, Samsung swiftly turned this concept into a reality. Under the direction of a renowned filmmaker Zen Pace, the entire project - from concept to final edit - was completed in a quick turn, showcasing the team's remarkable speed and agility.

“Championing creativity is at the core of our brand – from building innovative consumer experiences that open up new possibilities to redefining how we engage the creative community with our TeamGalaxy Creator Collective,” said Olga Suvorova, VP of mobile experience marketing, Samsung Electronics America. “This belief is not just core to us. Creativity also drives our diverse and passionate communities – who inspire us to develop both products and experiences that empower people to bring their ideas to life."

“More than a response, this is a celebration of all creative souls. True artists, makers and creators know that creativity always finds a way,” said Estefanio Holtz, executive creative director, BBH USA.