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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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...