--- title: Samsung’s “UnCrush” Video Newsjacking of Apple Fail description: The text at the end “Creativity cannot be crushed” wonderfully trolls Apple. This is a great example of Newsjacking. image: https://www.davidmeermanscott.com/hubfs/Creativity%20Cannot%20be%20Crushed.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/samsungs-uncrush-video-newsjacking-of-apple-fail#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Samsung’s “UnCrush” Video Newsjacking of Apple Fail May 16th, 2024 0 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/hubfs/Creativity%20Cannot%20be%20Crushed.jpg?width=569&height=327&name=Creativity%20Cannot%20be%20Crushed.jpg) Several hours ago, Samsung released a remarkable video response to the recent Apple [CRUSH](https://www.davidmeermanscott.com/blog/apples-soul-crushing-creator-destroying-metaphor-for-what-ai-is-doing-to-society) video. The text at the end “Creativity cannot be crushed” wonderfully trolls Apple. This is a great example of Newsjacking. I also love the hashtag they created - #UnCrush As of this writing, the [tweet](https://twitter.com/SamsungMobileUS/status/1790824457365594487) has 3.4 million views, 13,000 likes, and nearly 500 comments. Thank you to [Karol Poznanski](https://www.linkedin.com/in/karolpoznanski/) for pointing us to this video. [![New Call-to-action](https://no-cache.hubspot.com/cta/default/413105/e5b62938-97f3-40a1-9bc9-f10843b48ec1.png)](https://cta-redirect.hubspot.com/cta/redirect/413105/e5b62938-97f3-40a1-9bc9-f10843b48ec1) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ New Rules of Marketing and PR ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-marketing-and-pr) [ Public Relations ](https://www.davidmeermanscott.com/blog/topic/public-relations) [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Newsjacking ](https://www.davidmeermanscott.com/blog/topic/newsjacking) [ Advertising ](https://www.davidmeermanscott.com/blog/topic/advertising) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|0 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/story%20time%20shutterstock_2078659261.jpg?width=1500&height=999&name=story%20time%20shutterstock_2078659261.jpg) ### The Story Customers Tell Themselves May 6th, 2025|0 min read ](https://www.davidmeermanscott.com/blog/the-story-customers-tell-themselves) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Facebook%20Live%20no%20more.jpg?width=1352&height=893&name=Facebook%20Live%20no%20more.jpg) ### Meta Focused On Profit Over Users: Now Deletes Facebook Live Videos After 30 Days April 28th, 2025|0 min read ](https://www.davidmeermanscott.com/blog/meta-focused-on-profit-over-users-now-deletes-facebook-live-videos-after-30-days) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_2077138888.jpg?width=1500&height=1000&name=shutterstock_2077138888.jpg) ### What Makes a Great Marketer? 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