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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'

#451

Post by rchaud »

franciscop wrote: post #204
Apocryphon wrote: post #27

Aside 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?

Yeah if the ad was for IBM.

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

#453

Post by IshKebab »

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…

> destroying a few objects for an ad is like spitting in the ocean in the scheme of things

Yeah I think the biggest lesson from this is that people don't understand the amount of resources it takes to build an iPad.

Another example: Apple removing the stickers because they're plastic. A tiny tiny bit of plastic. Probably 0.001% of the plastic used in the production of an Apple device but people think it's significant because they can see it, and all the other plastic is hidden behind closed doors.

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

#454

Post by gregd »

mindwok wrote: post #347

It’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…

One more opinion in the mix. I grew up in extreme poverty as a child who also happened to have a keen interest in music. I could never develop this keen interest because of course, the cost of instruments was too much for my mom to handle.

That same kid also got to watch Pete Townsend (and others) get superstar status, while breaking instruments during a performance. It was heartbreaking to me that he didn't just donate those instruments to disadvantaged kids and still bothers me today.

So, while I understand the intention of the ad, when you couple that, with Apple products being too pricey for a lot of people, yeah, it bothered me.

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

#455

Post by righthand »

Actually what’s great about it is that the tone is the exact opposite of the famous commercial where the individualist shatters the mind control movie. However they both share this soulless concrete aesthetic. Apple is now the soulless corporate machine. Love to see Apple fail and not realize it’s own failure, that is modern Apple.

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

#457

Post by tkgally »

haswell wrote: post #408
mindwok wrote: post #347

It’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…

I strongly disliked the ad. I also get through my days just fine. I don’t understand the insinuation that people who disliked it must be somehow unable to navigate daily life. Here’s why I disliked it: I’m one of those people who finds themselves concerned and sometimes sad at the erosion of the humanity in art. Social media and AI are changing the nature of artistic expression in a way that often feels destructive.…

> I strongly disliked the ad. I also get through my days just fine.

Same here. And besides disliking the ad myself, I imagined that many other people would dislike it too. I also wondered how on earth it could have gotten the go sign within Apple. From the outside, at least, Apple looks like the epitome of a cautious, deliberate company. I would have thought there would have been plenty of stages in the approval process where it would have been shot down.

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

#458

Post by macspoofing »

__rito__ wrote: post #406
mindwok wrote: post #347

It’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…

Nah, it's not exactly like that. I get through regular life okay, but this a $1T company with hundreds of billions in cash, profit driven, using child labor in China indirectly, and engaging in walled-garden policies makes it worse. They make all these gadgets that replaces incomes from many manufactures and puts it on a single hand. That's bad enough. Now, they destroy all these beautiful things- a piano, a guitar,…

[flagged]

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

#459

Post by bingbingbing777 »

jasoneckert wrote: post #337
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.

I thought Apple did a great job of providing an ad that makes a bold statement (which is the ultimate goal of advertising). In other words, I think Apple crushed it (pun intended).

Apple should go back to the ads where the bold statement is generic upbeat envato elements music and the only new feature in their new products: phone colors

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

#460

Post by gregd »

haswell wrote: post #408
mindwok wrote: post #347

It’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…

I strongly disliked the ad. I also get through my days just fine. I don’t understand the insinuation that people who disliked it must be somehow unable to navigate daily life. Here’s why I disliked it: I’m one of those people who finds themselves concerned and sometimes sad at the erosion of the humanity in art. Social media and AI are changing the nature of artistic expression in a way that often feels destructive.…

This! Music programs throughout the US, are getting cut. AI has fundamentally (and not in a good way) changed the artistic landscape in ways that we cannot recover from. My soon to be high school graduate daughter, was so looking forward to pursuing her artistic passions in college, and now is taking a gap year to really understand if that is something she still thinks she can make a living at.
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