Apple and Samsung, global companies, have recently garnered attention for their new advertising strategies. However, some creators and consumers are raising concerns, leading to controversy.

On May 7th, Apple unveiled a concept video titled "Crush!" at their new product launch event, highlighting the versatility of their new tablet, the 'iPad Pro'. This video depicted creators smashing musical instruments, art tools, and cameras with a giant press machine.

Apple explained that this was intended to showcase the diverse features of the 'iPad Pro', but some critics labeled it "a wrong direction". Particularly for Apple, which considers creators as a crucial customer segment, this advertisement was deemed inappropriate. Ultimately, Apple apologized on May 9th, stating that the video was "inappropriate."

Conversely, Samsung Electronics responded to Apple's aggressive advertising strategy by posting a video on their official SNS account with the message "Creativity cannot be crushed." The video features a woman picking up a discarded guitar and playing it while looking at sheet music on a tablet.

This "counterattack" advertisement by Samsung has generated significant reactions in Japan. While some netizens have expressed their intention to refrain from purchasing Samsung products, others support Samsung's advertising strategy.

As such, these new advertising strategies employed by global companies are eliciting mixed reactions from creators and consumers. It remains to be seen what advertising strategies companies will utilize to capture the attention of their customers in the future.