They should have just run the video in reverse and it would have gotten the same point across and been a lot rosier.
Apple apologizes for iPad 'Crush' ad that 'missed the mark'
341–350 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#342Aside 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…
I challenge you to manufacture a well-sounding and nicely tuned piano and then reconsider the term "low tech"
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#343When 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
1. It's not a problem, it's the point.
2. It looks like you're implying the ad is somehow a piece of art. It's not, it's an ad.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#344They have apologized! Send them to re-education!!! Cancel the execution.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#345I 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.
Even if so, that metaphor was not executed faithfully, and for a company like Apple that is bad.
But more so there is an unmistakeable 'destruction is cute' aspect to the ad that is uncalled for, that is what the reaction is toward.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#346[flagged]
Imagine being so deep in the woods in anti-victim-culture culture that you concoct an association even in such an unrelated complaint like this distasteful ad.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#347It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question.
EDIT: I appreciate the amount of good-faith discussion on this comment. To be clear, if your reaction to the ad was along the lines of ‘this is distasteful and I don’t like it’, I totally get that. I’m referring to some of the comments I saw that likened it to ‘stress inducing’ or ‘like watching someone’s arm get cut off’ which are much more emotive.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#348https://www.youtube.com/watch?v=ntjkwIXWtrc
Omg. It's like the Apple X indie-horror-movie crossover.
Hmmm, this is why Steve Jobs is needed. This ad is such Ballmeresque
— meaning Tim must be asleep at the wheel, or, more likely, on his Vision Pro while his Tesla takes over directions. haha! :)
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#349[flagged]
> The group that whines about this kind of thing will find a reason to whine regardless of content.
Serious question - do you feel that all complaints in society are from the same group? And that group is, "the group of people who complain?" That doesn't seem a bit circular to you?
Do you think that kind of attitude might blind you to who is complaining about what and why?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#350I 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.
Still less dystopian than the vision pro with a dad running around his kids with a walled-garden-camera-helmet. Once may have been a mistake, twice means there's some psychopath marketing VP at the helm OR a joker trying to see far they can go before somebody actually watches ads they're doing before they go live.
“What’s a computer?” Should count as one too. But back then we just scoffed at the idea that an iPad can replace a computer. Now somehow we are offended or even terrified by the same absurdity that an iPad can replace a real musical instrument.