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.
What an untasteful advert.
Apple apologizes for iPad 'Crush' ad that 'missed the mark'
181–190 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#182Aside 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…
Yikes, that was really offbrand for Nintendo also, but it fits within their 90s "Play It Loud" marketing strategy wherein they tried to compete with ow-the-edge Sega and later Sony.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#183Missing from this extremely short and underreported article is how badly this played out in Japanese market. The culture they have states that musical instruments, creative tools have some energy and imbued sense of spirit to them. So destroying these elements of culture is really really blunt and gauche to them. The majority of the push back came from Japanese people, and then artists empathizing with their sentimen…
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 looks animated to me, I don't think a lot of real objects were destroyed. (Not an expert though)
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#184Feels hard to imagine Steve Jobs tweeting this video... I guess the lesson is: it’s very hard to preserve mission and vision without the visionary.
Just load up a LLM with everything he ever wrote or said publicly and privately (◔_◔)
I know your statement is sarcastic, but it's disturbing how common this sentiment actually is.
It assumes that humans are unchanging, inflexible automata whose actions can be predicted entirely by what they have said or done, let alone that it doesn't consider the fact that they may simply be a facade. In reality, it is their unstated framework of thinking that guides their speech and actions.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#185Wow , pretty horrible ad, and not in a good way. Was it CGI or real ?
Probably a mix. The paint is likely real. The eye popping rubber ball emoji is likely CGI.
Edit: I take that back. My money is on full CGI. I can’t imagine how a brass trumpet would break when placed above an arcade with no physical deformation on the arcade below it.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#186Earlier quoted context omitted.
1984 was edgy for its time. I think the difficulty is that the iPad is no longer an edgy product. The least edgy thing you could be these days is an iPad owner, and this ad wasn't the one to change that.
"1984" was edgy in a cool way, but that's not the type of edginess I'm evoking. Most '90s video game commercials that were edgy did so in a puerile, juvenile way as befitting the target audience. And not just video game ads, there was definitely a big "xtreme" trend as well. The Apple ad taps into that xtreme vibe by embracing destructive energy to depict a physical contrast. Which is visually attention-grabbing, but…
> "1984" I'd say was edgy in a rebellious way as you point out, which I'd argue gives it more substance. The sledgehammer hitting the screen isn't even the focus, it's the climax to a sequence that carries more of a meaningful message than "wow look how much functionality we fit into this thin shell."
Well, it just wasn't focusing on empty slowmo destruction of a big screen. It had an emotional message behind it. A bit like original Star Wars vs Rebel Moon.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#187I used to play piano and guitar. This ad is soul-crushing.
why did you stop playing?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#188Missing from this extremely short and underreported article is how badly this played out in Japanese market. The culture they have states that musical instruments, creative tools have some energy and imbued sense of spirit to them. So destroying these elements of culture is really really blunt and gauche to them. The majority of the push back came from Japanese people, and then artists empathizing with their sentimen…
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
Exactly my thoughts - this ad does very little to invoke the desire for the product, unlike many other Apple ads.
It's not like Apple has forgotten how to make such ads - the recent one for iPhones with family members asking to not be let go while the owner tries to delete photos represented a familiar experience of people trying to free up storage, and how they wouldn't have to do that if they bought a new iPhone.
On the other hand, this ad just shows stuff being destroyed, just like some of those useless Youtube videos which shows perfectly usable stuff being destroyed under the pretext of "ASMR" or whatnot. Not only is it very difficult to watch as someone who didn't have a lot of money and was taught to make careful use of it from an early age, it just invokes negative vibes, as if possessing a musical instrument is something to be ashamed of.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#189This is all really silly. Don't people have anything better to get upset about? I wish companies/Apple didn't cave every time a couple of people start crying.
It must be really annoying to work in such industries, you spend a large amount of time making something and then have no idea if people will get upset about it or not.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#190To me it was weird to see a company who tries to brand themselves as environment friendly destroy what seems to be perfectly fine objects, just for an ad. Even if it was CGI or if the objects were defected.
You’re just looking for things to feel emotional about now. “Even if it was CGI”. That’s really just leaning into an uncharitable interpretation for the sake of it.