Hacker News Board Hacker News, browsed like a classic message board
Live data from Hacker News

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

theverge.com

Post reply on HN
Print view View original

251–260 of 1001 posts

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

#251

Post by poochkoishi728 »

PurestGuava wrote: post #104
Osmium wrote: post #30

Good, the ad was really disturbing. An ad is just an ad and not the biggest deal in the scheme of things but that was really unpleasant to watch. For me, it was the visual of needless destruction and waste as much as the meta-message.

It's the needless destruction that really gets to me. I have a fairly visceral reaction to seeing things that someone put time, effort and scarce resources into making get destroyed for no reason, and Apple's ad hit so many nerves in that respect. It's just a complete waste, and that's before we get into the whole subtext of "tech is going to destroy 'IRL' art forms" that many people got.

How do you know they weren't broken items anyway?

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

#253

Post by iainmerrick »

sourabhv wrote: post #226

Yeah the add shows off iPad as something more than it probably is. I don't like the destruction part but meh... to me the ad speaks nothing special or wow except the exploding paint buckets, which was fun. But there is nothing to apologize for. Its an ad, they are not coming into your home and breaking your piano and guitars, chill. Don't like it? Don't buy it.

People aren't buying iPads (at least not as much as iPhones, Macs and Watches), that's exactly the problem (for them) that they're trying to solve.

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

#254

Post by Terretta »

Hamuko wrote: post #219
tecleandor wrote: post #216

They missed the opportunity of, instead of destroying everything, "compressing" it all in an iPad to show "all the things that you can fit inside that tiny device" or something like that. The destruction seemed pointless.

What? They are quite literally compressing those things in the video. And if you apply compressive force to a bunch of objects using a massive press, the objects would obviously get destroyed.

> If you apply compressive force to a bunch of objects using a massive press, the objects would obviously get destroyed.

But in being destroyed turn into a diamond, and diamonds are forever?

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

#255

Post by willis936 »

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

OK GO did it in artistic expression (with a message of "be excellent to each other" even), not in a promise to destroy the concept of art.

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

#256

Post by passion__desire »

benrutter wrote: post #245

When I watch the trailer, it feels very cringe. I can absolutely see what they're going for- something like "you're iPad contains the power of all these cultural tools", but visually that connection isn't there. It just looks like "Hooray! Culture has been destroyed, now there is only iPad!"

I took the message that all that culture is now available in an even slimmer form factor. This is the problem with art. Unambiguous messaging is impossible as one casts a wider net of interpretation

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

#259

Post by n1b0m »

gizmo wrote: post #246

I don't understand the outrage. It's cgi, and very obvious cgi at that. The items bend and explode in an exaggerated cartoon fashion. It's whimsical. No instruments have been destroyed. No actual paint has been spilled. We don't get mad at destruction in a pixar movie. We cheer when rock stars smash their actual guitars after a live performance. We don't live in a culture that abhors destruction. Do people just not r…

It’s not about the CGI, but the sentiment it expresses. Hugh Grant summed it up well: “The destruction of the human experience. Courtesy of Silicon Valley.”
Post reply on HN