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Apple apologizes for iPad 'Crush' ad that 'missed the mark'
561–570 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#562Feels hard to imagine Steve Jobs tweeting this video... I guess the lesson is: it’s very hard to preserve mission and vision without the visionary.
I know it's silly to say "Steve Jobs would never...", but Steve did earnestly love music, it was a huge part of his personality. I absolutely think he would have found this ad distasteful.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#563It's about Apple not reading the room. The creative community see that AI vendors assume that they have the right to ingest IP without compensation, train their models on it, resell derivative works based on it, and there is nothing that can be done about it. Then Apple releases this stupid ad suggesting that all tools of the creative profession will be destroyed after they get packaged into a tablet that can do nothing by itself unless it is loaded with samples and algorithms based on the creative works of others. In short, artists are being told that while AI is stealing value from them and their creations, Apple will steal their tools and creations and put them behind the iPad paywall. It's one more middle finger to the creatives from the company that used to say "Think Different". Stupid and unnecessary.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#564What’s most surprising is how the ad went live without nobody pressing the ”Retry” button to build a new ad idea, neither in the chain of command at Apple nor at the creative agency, if any.
It’s like everybody everybody, one after the other in the chain of decisions, eluded their responsability. Why?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#565It’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,…
I feel this is a highly romantic and nostalgic view of objects humans make. Calling them “beautiful” vs “this thing”. I know this is all subjective, but what makes a piano more soulful than an iPhone? This is a genuinely curious exploration of the emotions involved here.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#566It’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'm still having a hard time believing that anybody was actually disturbed or offended by this ad and that it's not part of a clever guerilla marketing campaign by Apple to trick people into watching the ad.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#567When 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
I think the mark of a good ad is that you can turn the music off and most people will get the message. The imagery of destroying the things is the problem, if you turn the music off you really don’t know how you are supposed to feel about this. Apple conveyed similar messages before with animations that did not destroy the underlying album arts, just shrunk them into an iPod. It would hit very different if they crushed a bunch of music paraphernalia people got a lot of enjoyment out of.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#568Earlier 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…
Out of curiosity, what was the doco?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#569I didn't like the ad. I think the people creating it wanted to imply that it's as if they took all these things and put it in an iPad, where you can still achieve all the creativity while carrying a thin device. I don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. Maybe if they had made the animation very fast it would've appeared as a jo…
It is also a false equivalence. An iPad will never replicate the beauty of a human playing a piano or a violin. It’s dumb consumerism trying to make us believe that life comes down to buying rather than living.
> An iPad will never replicate the beauty of a human playing a piano or a violin.
I mean, one of its primary uses is to replicate the beauty of a human playing piano or violin via videos and recordings.
Aside from that, isn’t this just an appeal to tradition? An iPad is a tool just like a piano or the violin, people make beautiful music with them all the time.
I am sure there were curmudgeons saying that the piano and violin would never replicate the beauty of the human voice when they were the top technology of the day.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#570It’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 had a strongly negative emotional reaction to the ad. Dwelling on crushing musical instruments, kids' toys, books, sculptures, and then the paint spurting out at the end into a depressing post-industrial warehouse -- something about it really affected me. It's not like I'm debilitated for the rest of the day, but it definitely makes me feel less positively about the ipad advertised.