Apple's Crush ad: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung's Simple Response, Uncrush : https://www.youtube.com/watch?v=6eqDLa-nSwg
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yeah, I think they were trying to convey the idea that all these wonderful things were inside of such a tiny package (a trick used in more than one advertising campaign in the past), but the message was lost due to various factors.
It would've worked if it was some form of transformation machine that turned physical objects digital instead of showing physical destruction of all the stuffs people have nostalgia about
the crusher gimmick has been used successfully before...(the first pokemon games ran a similar add campaign in the nineties in fact) the problems were myriad, though; the choice of creative tools, the almost orgiastic amount of time focused on the destruction, the cavernous space, the dark color scheme of the room, the size of the press in question...
Hell, the timing/zeitgeist of the public right now as ai seems to be threatening jobs once thought exclusive to humans right now probably doesn't help...