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

Post by flohofwoe » Fri, May 10, 2024, 11:00 AM UTC

passion__desire wrote: post #256

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

Post by [deleted] » Fri, May 10, 2024, 11:01 AM UTC

passion__desire wrote: post #256

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

Post by typeofhuman » Fri, May 10, 2024, 11:01 AM UTC

Rinzler89 wrote: post #299

hartator wrote: post #268

I think the part that was really upsetting is they crushed real good objects. After all of that talks about climate friendly. They could have crushed 3D renderings and up the clip with “rendered on iPad. No harm was done on real objects.” And that would have been a good ad.

>I think the part that was really upsetting is they crushed real good objects. After all of that talks about climate friendly. Considering how much global e-waste and environmental damage, companies like Apple(and others of their size) are responsible for with their products, destroying a few objects for an ad is like spitting in the ocean in the scheme of things. People complaining about the waste generated from thi…

Post by simiones » Fri, May 10, 2024, 11:05 AM UTC

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.

Post by stuartjohnson12 » Fri, May 10, 2024, 11:06 AM UTC

adrian_b wrote: post #244

Apocryphon wrote: post #58

Earlier quoted context omitted.

Really interesting to consider that this might be one of the few incidents that Shintoists, or at least "cultural Shintoists," have gotten offended at a western production. Makes me wonder if this is why Apple went out of their way to apologize for the ad. I think if this ad just had non-culturally-specific backlash, they would've simply moved on. But because this impacted a specific market's sensibilities, maybe the…

I have seen recently a documentary about Japanese food, and an interesting fact was that the chefs at some big Japanese restaurant had a special decorated grave, in some nice yard, in which they deposited their old kitchen knives, when those were so worn out that they could no longer be used. They felt that it would be disrespectful to just dump somewhere the main tools of their work, after they had used those every…