It's tone deaf, for sure, but it's really a bad ad because Apple isn't showing any originality but simply ripping off an old LG ad: https://9to5mac.com/2024/05/09/controversial-ipad-pro-crush-...
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'
#582I 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…
If you think of yourself as skeptical, agnostic, materialist. I don’t understand how you can be upset about cheap in-animate objects get destroyed for an entertaining video.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#583Personally, given how much people have shared the ad, I would say it was a successful ad. I pretty much try to avoid all ads, and rarely remember any, but this one came in my twitter feed at least 50 times if not more and all of these were organic reshares by folks I follow. Given how Apple purchases work I think it would only positively impact their bottom line. Overall, I didn't like the ad at all but it is memorable at a visceral level.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#584This ad said the quiet part out loud about what the average technologist thinks of the average liberal arts pursuit. It just had to manifest as an ad from an insulated marketing dept for it to finally happen “in the open.” No surprises, and it was nice to see it out stated clearly.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#585[deleted]
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#586They made a cheetah run along a Jeep. Who cares?
This is only outrage because people want to be outraged at Apple. And I don't own a single Apple product telling you this.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#587Waiting the for future disclaimer; “No Bric A Brac was harmed in the making of this ad”
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#588I used to play piano and guitar. This ad is soul-crushing.
Exactly, you need to have a seriously good argument to backup crushing a piano
They aren’t some kind of mystical magic talisman, just a bunch of wood and metal. Might as well say you need a seriously good argument to crush a dining room table.
People struggle to find someone to take their crappy upright pianos for free because they are worthless. Violin players refer to cheap student instruments as violin shaped objects. You can have a trumpet shipped to your door with same day delivery for $90 on Amazon.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#589Very few ads feel like art to me, but this one did.
The message to me is anti-tech, though.
All these wonderful things are taken away from us, and instead we just get an iPad.
I mean, I have an iPad, and it's a cool gadget, but it's obviously no replacement for any one of the instruments getting crushed.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#590My initial reaction to the ad, upon watching it in the launch event was "huh, that's a fun reference to the Hydraulic Press Channel". The slapstick elements (trumpet noise, squishy balls) made it come across as light-hearted, rather than an ominous display of force by a large company crushing artists' tools. This idea of 'squashing all these tools down to a thin slab of glass' made sense given their somewhat unusual…
The clear meaning I got from the ad was: we want to destroy everything and make you buy our product instead.
I know that wasn't what they were going for (I'm pretty sure, anyway), but it's very hard for me to interpret it differently.
I never connected it to the hydraulic press channel at all for some reason.