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Apple apologizes for iPad 'Crush' ad that 'missed the mark'

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Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#81

Post by aprilnya »

Apocryphon wrote: post #27

Aside from the destruction of low-tech artistic tools triggering non-tech people aspect, tonally the ad was also overly edgy, which is off-brand for Apple. As noted elsewhere, it felt like a video game commercial from the '90s: gratuitous in its attention-seeking. https://twitter.com/cuniiform/status/1788013085392859171 And it's actually already been done before, by Nintendo: https://twitter.com/rsnous/status/1788047…

Re: the Pokémon commercial, I feel like the Apple commercial put way more focus into the actual destruction of the instruments… Like, a lot of its runtime was spent on actually showing each thing getting destroyed individually, so it has a completely different energy compared to the silly Pokémon one

It’s like if the Pokémon one showed each Pokémon getting crushed with splattering and gore…

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#82

Post by mrzool »

Apocryphon wrote: post #27

Aside from the destruction of low-tech artistic tools triggering non-tech people aspect, tonally the ad was also overly edgy, which is off-brand for Apple. As noted elsewhere, it felt like a video game commercial from the '90s: gratuitous in its attention-seeking. https://twitter.com/cuniiform/status/1788013085392859171 And it's actually already been done before, by Nintendo: https://twitter.com/rsnous/status/1788047…

> destruction of low-tech artistic tools triggering non-tech people

This was really poorly worded and sounded very elitist and dismissive, I trust this was not the intention.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#83

Post by hayley-patton »

mgdlbp wrote: post #76

Brings to mind the OK GO music video with all the exploded guitars that they stated were already junk. Spilled paint is reminiscent of their videos too. They also smashed pianos in the Rube Goldberg video, and a TV with a sledge. Now I wonder if that was a 1984 reference. https://www.youtube.com/watch?v=0BTnGgzO-tU https://www.youtube.com/watch?v=qybUFnY7Y8w

Sledgehammering a little TV was done in the video for Gary Numan - We Are Glass which predates the 1984 ad, which supposedly led to the video being banned from Top of the Pops: https://www.youtube.com/watch?v=KWR8vitO6wQ&t=67

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#84

Post by cjk2 »

CamperBob2 wrote: post #73
xnx wrote: post #51

9to5Google pointed out that the Apple ad is a near exact copy of this LG ad from 2008: https://www.youtube.com/watch?v=NcUAQ2i5Tfo The (accidental?) plagiarism of the ad is nearly as bad as the vibe.

Wow, you're not exaggerating. That actually does bring a legitimate accusation of plagiarism to the table. Compare 0:13 in the LG ad to 0:37 in the Apple version. Never mind that the artwork itself looks straight out of DALL-E 2, with its orange-bluish cast. Who is calling the creative shots at Apple these days?!

The amber/teal stuff is mostly because it makes the foreground warmer and the backgrounds colder drawing the audience's focus. Or so the theory goes. I think it's just more of a case of "fuck it, no one is going to complain if we do this"

Check out the transformers films - those are the canonical punch in the face in that department.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#85

Post by trimethylpurine »

xnx wrote: post #51

9to5Google pointed out that the Apple ad is a near exact copy of this LG ad from 2008: https://www.youtube.com/watch?v=NcUAQ2i5Tfo The (accidental?) plagiarism of the ad is nearly as bad as the vibe.

Did LG get backlash from the Japanese community? It might be interesting to compare why and why not.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#86

Post by john2x »

thorum wrote: post #60
madrox wrote: post #38

This really shows how much sentiments about technology have changed in the last five or so years. If this ad came out in 2018 it would have been received differently, I think. The buzz has worn off. People don't see doing everything on your device as progress. iPads are no longer novel. Apple has been so used to growing new markets that I don't think they even know how to market when they're on top. All their best ad…

Many artists now view the tech industry as a credible threat to their work and livelihood, because of AI. If you want them to buy your products, it’s probably a good idea to show some sensitivity to that concern.

I hope that it's this. Artists are trend setters, and often define a generation's culture.

Alienating them is (or should be) a huge mistake in my mind.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#87

Post by TaylorAlexander »

noitpmeder wrote: post #8

It's a bit insane to me that Apple felt the need to "apologize"... so they made a crappy AD that didn't appeal to some audiences... is this really grounds for retractions/apologies these days?

> is this really grounds for retractions/apologies these days?

Ostensibly yes. Or maybe Apple has missed the mark on their apology too...

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#88

Post by powersnail »

noitpmeder wrote: post #8

It's a bit insane to me that Apple felt the need to "apologize"... so they made a crappy AD that didn't appeal to some audiences... is this really grounds for retractions/apologies these days?

The point of advertisement is to attract people to the product. If the ad alienates enough of their potential user base, it totally makes sense to try to take that back, and make amends. To me, that alone is enough ground for retraction/apologies.

Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'

#90

Post by arvinsim »

swat535 wrote: post #65
asadm wrote: post #2

to me that ad screams “i will squish all your humanly creativity into this faceless slate”.

That's not the message I got at all, it was like how all of these can be accomplished by this single device. I suppose it would have been cooler if it was the other way around: "iPad somehow expands outwards, filling the room with those things"

It's not the message that offends people. It's how the message was delivered.
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