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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'

#322

Post by mc32 »

lionkor wrote: post #233

I like it. You throw away all your hard-earned, expensive instruments, tools, and crush them to be sure. You then go buy an iPad, and the circle is complete: You're now a next-generation Apple consumer! Just turn on YouTube kids and watch slime videos for the rest of your life. Reject culture, consume the slop.

Apple is too skittish.

There’s no reason to apologize. It’s taking the ‘crushing carbon into diamonds metaphor’ and using it for their product.

In the beginning it looks over the top, ‘ultra violent’, but then it becomes a metaphor for how they view their product.

Now, sure, it’s preposterous to think that this diamond of a thing can be as good as all the real objects it replaces, but that’s advertising.

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

#324

Post by fetzu »

stuaxo wrote: post #225

Someone made a reversed version and it works well (it's the only version I've seen)... yeah, crushing musical instruments just comes across as needlessly destructive.

Yes, this version would have been so much more positive and I can picture someone pitching it during a meeting and just being shutdown because « you have to end with the product, not start with it. »

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

#325

Post by Clubber »

kypro wrote: post #292

Could someone who feels passionately about this help me understand why? In my eyes the ad was clearly trying to be playful and metaphoric. I feel like people are are taking the ad far too seriously and literally then jumping to the conclusion that it's implying a message that very obviously wasn't intended. I'm not saying the ad couldn't have been better, but I can't understand the controversy here at all. Yet, I see…

It's probably a manufactured outrage campaign.

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

#326

Post by discopicante »

I'm wondering if this is a consequence of employing your own internal ad agency – maybe you are at risk of being out of touch with the audiences you are looking to reach.

Apple ads (created by TBWAChiatDay) used to be part of the Zeitgeist: 1984, Think Different, iPod silhouette, Mac vs. PC, etc. Now the only Apple ads that people talk about are the cringiest of the cringe: this iPad ad, the 'Mother Earth' bit from last year's iPhone/Watch keynote, etc.

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

#327

Post by raverbashing »

steve1977 wrote: post #323

"You‘ll see why 2024 will be even worse than '1984'"

1984 "See why you need Apple to crush the boring industrialist vision"

2024 "Giant faceless industrial hoodrolic press goes brrrrr on art and creativity" (with apologies to HP Channel)

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

#328

Post by [deleted] »

alt227 wrote: post #312
thih9 wrote: post #280

> missed the mark It didn’t! It is a good clip. It accurately shows how tools are being replaced with digital and cloud. It’s a violent process and precious things get destroyed along the way. It totally hit the mark. But true, it doesn’t make people want to go grab an ipad, so I get why they don’t want to use it.

> It accurately shows how tools are being replaced with digital and cloud. No it doesnt, it shows thats what Apple thinks which is the whole problem here.

[deleted]

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

#329

Post by rpeden »

laserbeam wrote: post #185
seydor wrote: post #100

Wow , 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.

A trumpet is a lot weaker in that direction than you're assuming, and a plywood arcade cabinet is a lot stronger than you're giving it credit for.

I'd be very surprised if a bunch of thin brass tubes transmitted enough for force to cause any deformation in an arcade cabinet when being crushed in that direction.

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