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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'

#161

Post by lambda_lord »

WWLink wrote: post #56

Apple: We're so environmentally friendly! Also Apple: We still use these fancy boxes that are a pain in the ass to recycle and will more than likely just end up in the trash anyway. They can't be reused for literally anything else because of their size, shape, and way they're glued together. Also, the materials aren't eco-friendly. But who cares because we stopped giving away power bricks and wrap the cables in paper…

The commercial uses a ton of CGI, props, and camera tricks, so how can you be sure it was environmentally unfriendly?

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

#162

Post by serial_dev »

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.

In my opinion, it's one of those ideas that are so obvious that I wouldn't necessarily think it's plagiarism.

> It's a small electronic device that replaces so many real world things. It's like all these things 'zipped' into one... Okay good idea, but how do we make it look cool?... Epic music... And Explosions!

The ad is actually less embarrassing than the fact that how uncreative this is.

On the other hand, it's also hard to imagine that a bunch of people working in the ad business / phones / creative marketing, and not one of them said while working on this ad: "hey guys, aren't we just redoing that phone ad from 15 years ago?"

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

#165

Post by amatecha »

ypk2 wrote: post #95

I used to play piano and guitar. This ad is soul-crushing.

Yeah, a single piano is like a portal to another world manifested by beautiful, expressive music. Possibly a life-changing object for a person (or even a whole family) to receive one in their home. It's an insult to the arts to suggest that an iPad is somehow the distillation of that. Nothing surprises me anymore, but it is still disappointing to see such a tone-deaf creation from a company that has been so closely aligned with artists/musicians in the past couple decades.

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

#166

Post by HenryBemis »

shmageggy wrote: post #156
brundolf wrote: post #128

Earlier quoted context omitted.

I'm not Japanese and it was upsetting to me Not because eg one piano got destroyed; surely that happens all the time, even on camera for eg movies and such. But there was something about watching beautiful objects be destroyed, in slow motion, gratuitously, and with an upbeat/sunny tone, that just aesthetically made me squirm in my seat

It goes beyond aesthetics for me. It's like they took everyone's deepest fears about technology and AI, that it will replace or "crush" authentic human experience and creativity, and they just embraced and celebrate it by literally crushing representations of human creativity. At least I'm glad the corporate types were actually honest about their goals, though, instead of their typical doublespeak

Exactly that.

They predicted/showed us the future that is coming. They said/showed the quiet part loud.

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

#167

Post by stef25 »

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.

Damn. The plagiarism is at least as bad as the vibe. WTF Apple.

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

#168

Post by gjjydfhgd »

thinkingemote wrote: post #130

Your internal view of the brand is being changed or challenged. This causes a type of psychological stress. The iPad is only a machine but Apple the brand has carefully created a brand with emotions feeling and thoughts around it. People invest themselves in their ideas. the ad isn't concerning for what it does in the ad, but for how it is changing the internal feeling of the brand. It is like remembering when thinki…

Very insightful take.

But the ad also caused me stress, and I own no Apple devices, nor am I a fan.

So there must be more.

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