LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Samsung: UnCrush
Grade B28 sourcesHIS-00350

Samsung: UnCrush

Campaign · 2024 · Notable

44Editable slideCertificate

Samsung's response to Apple's Crush ad drew 5.7 million X post impressions.

Samsung Mobile US

@SamsungMobileUS · May 15, 2024

We would never crush creativity. #UnCrush

20K664
Original · Samsung / BBH USA / director Zen Pace

Safwan Shaikh 

@Ersafcr7 · May 15, 2024

always do copy and paste no creativity 😅

55521
Post · @Ersafcr7 on X

Quinn Nelson

@SnazzyLabs · May 15, 2024

And yet this is incredibly uncreative.

1.7K46
Post · @SnazzyLabs on X

Opera GX

@operagxofficial · May 16, 2024

So you destroyed a guitar to make this ad

70721
Post · @operagxofficial on X
Clip · Samsung US on YouTube
Creativity cannot be crushed | Samsung
Samsung US on YouTube
We would never crush creativity. #UnCrush
@SamsungMobileUS on X
Samsung Electronics America | UnCrush
The One Club for Creativity
Samsung — Bartle Bogle Hegarty
BBH
Samsung Electronics America: UnCrush - The Clios
Clio Awards
Samsung mocks controversial iPad Pro ad; 'Creativity cannot be crushed' [Video]
9to5Google
Samsung’s “UnCrush” Video Newsjacking of Apple Fail
David Meerman Scott

Spread Score

How it works
Reach31ContagionNo data yetBreadth50Velocity87Longevity1744

Numbers

BBH campaign impressions, reported lower bound; window unstated
61M
As of Oct 12, 2026 · Self-reported · BBH
Seed to peak
1 day
May 15 ’24 to May 16 ’24
Platforms
4
Started on X
Origin
Seeded
Technology

Mechanics

  • NewsjackingPrimary
  • Pairing
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

Samsung posted UnCrush after Apple's apology. X replies and Reddit threads debated the response, while press questioned its Galaxy AI branding. BBH later reported 61 million impressions with no media investment.

Google searchesApr ’24MayJunAugOctDecMar ’25MayPeakPressXYouTubeReddit
PressXYouTubeReddit

13 more events on this chart

Join free to see them

Timeline (16)

  1. May 2024

    Apple precursor · May 7 ’24

    Apple debuted Crush during its iPad launch event, showing creative tools flattened into an iPad.[1]

    Samsung mocks controversial iPad Pro ad; 'Creativity cannot be crushed' [Video]
    Open the first post ↗

  2. Apple / Tor Myhren precursor · May 9 ’24

    Apple apologized for Crush and said it would not run the ad on TV.[2]

  3. @SamsungMobileUS seed · May 15 ’24

    Samsung posted UnCrush at 19:19:57 UTC, with a musician using a Tab S9 to play a damaged guitar.[3][4]

    We would never crush creativity. #UnCrush
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 15 events, 20 sources · Score 47
Origin
Seeded
Sector
Technology
Region
US
BBH campaign impressions, reported lower bound; window unstated
61M
As of Oct 12, 2026 · Self-reported · BBH
Evidence
Grade B

Spread the same way

McDonald's France: Olympic Curry

Instagram · 2024

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Just One Cornetto (ReMAXed)

Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Anthropic (Claude): A Time and a Place

X · 2026

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

Tom Birts's Fake easyJet Half-Price Ad

Open web · 2024

26
If I were easyJet, (If I were easyJet. What does that even mean? Some sort of half-man-half-brand? An insult to nature is what it would be.) I'd do something like this. | Tom Birts | 225 comments

1M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Google searchesApr ’24MayJunAugOctDecMar ’25MayPeakPressXYouTubeReddit
PressXYouTubeReddit

13 more events on this chart

Join free to see them

  1. May 2024

    Apple precursor · May 7 ’24

    Apple debuted Crush during its iPad launch event, showing creative tools flattened into an iPad.[1]

    Samsung mocks controversial iPad Pro ad; 'Creativity cannot be crushed' [Video]
    Open the first post ↗

  2. Apple / Tor Myhren precursor · May 9 ’24

    Apple apologized for Crush and said it would not run the ad on TV.[2]

  3. @SamsungMobileUS seed · May 15 ’24

    Samsung posted UnCrush at 19:19:57 UTC, with a musician using a Tab S9 to play a damaged guitar.[3][4]

    We would never crush creativity. #UnCrush

  1. backlash · May 15 ’24

  2. platform jump · May 15 ’24

Join free to see the other 13 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 14 sourced numbers and 28 sources. Start with a free account.

Join freeGo Pro