If you play it in reverse it works much better while simultaneously being more or less still the same commercial.
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'
#202The ad was strangely off-brand for Apple. But I suppose they’ve been trending edgier and moodier in their advertising lately. I just don’t get why - they had a really effective brand to begin with. BMW, too, used to have an impeccable brand.
Expanding to markets outside the US, if I had to guess.
Minimalism doesn't sell everywhere.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#203This reminds me of a Google Chromebook ad from a long time ago where they destroy 25 Chromebooks: https://www.youtube.com/watch?v=lm-Vnx58UYo It felt so sad and tone deaf, a celebration of disposability. I don't think Google ever felt the need to apologize for that one, but then again it was a lot less... graphic than this new Apple ad. It's safe to say Apple outdid Google in this competition.
The google ad was showing you your data, what's important to you, is safe.
The Apple ad is showing things people love being destroyed and replaced by a inferior replacement
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#204Aside 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…
Tonally isn't it kind of like the 1984 Apple commercial?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#205Earlier quoted context omitted.
> 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.
On the contrary, I wish this was dismissive. It's about time that the Overton window gets shifted about the overly nostalgic articles that get praised by "the right people", which means we need to "read the room" and share the same opinions. It is an absolutely good thing that an inexpensive device is replacing an expensive one, and that impoverished children will be able to create music with an inexpensive iPad and…
I haven't played my guitar in ages and this comment was so bleak that I had to pick it up and play a few songs just to feel good.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#206Never apologize.
It will never be enough.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#207I used to play piano and guitar. This ad is soul-crushing.
Why is it soul crushing? It looks to me like people are projecting their fears and insecurities onto this single ad. Sure, strategically Apple possibly should've caught on before releasing, but people are still being overly sensitive. Should everyone be throwing tantrums about Devin as it's presenting itself to replace developers? It is what it is, things change.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#208Earlier 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
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. O…
Their marketing team has been missing the mark for a while. The “big and bigger” billboards with people in the distance holding up phones to the camera with a giant hand tiny body look feels like something Samsung would have done in the early 10’s
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#2099to5Google 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.
Eh, It's a pretty obvious premise. I think it's reasonable for two creative teams to come up with the same unoriginal/uninteresting premise. The execution of the Apple version is also miles ahead.
*streets ahead (sorry, I just watched that episode a few days ago)
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#210I used to play piano and guitar. This ad is soul-crushing.
A soul-crushing as this: https://adage.com/videos/general-motors-robot/567 I feel sorry for the robot, I definitely don't feel like buying a car.
I like it, but it matches my morbid sense of humor. I'm surprised that was aired to the general public though.