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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'

#61

Post by russellbeattie »

Apocryphon wrote: post #43
russellbeattie wrote: post #6

Another day, another stupid "controversy" where a few Twits complain on social media simply to get attention and publications pick it up as if it's a real issue. Why waste our time? Here's the ad: https://youtu.be/ntjkwIXWtrc

As noted elsewhere in this discussion, the ad attracted particular criticism from Japan for what it sounds like cultural-spiritual sensibilities. https://www.bbc.com/news/articles/cld0rxlqgggo > People based in Japan appear to be prominent amongst the critics, which some said "lacked respect". > Some said this was based in "tsukumogami” - a term from Japanese folklore describing a tool which can contain a spirit or e…

So, let's reverse this. A Japanese company's online advertisement offends some American sensibilities (not a stretch to imagine). So a few hundred Americans comment on the video and on Twitter.

Would that deserve a news article and a statement from the company?

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

#63

Post by [deleted] »

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…

[deleted]

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

#64

Post by latexr »

rpy wrote: post #48

If a bunch of CGI objects being crushed is disturbing to people wait til they see this movie of a train coming directly at you.

> wait til they see this movie of a train coming directly at you.

The reports of fear about that movie have been greatly exaggerated.

https://www.atlasobscura.com/articles/did-a-silent-film-abou...

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

#65

Post by swat535 »

asadm wrote: post #2

to me that ad screams “i will squish all your humanly creativity into this faceless slate”.

That's not the message I got at all, it was like how all of these can be accomplished by this single device.

I suppose it would have been cooler if it was the other way around: "iPad somehow expands outwards, filling the room with those things"

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

#67

Post by pseudalopex »

madrox wrote: post #38

This really shows how much sentiments about technology have changed in the last five or so years. If this ad came out in 2018 it would have been received differently, I think. The buzz has worn off. People don't see doing everything on your device as progress. iPads are no longer novel. Apple has been so used to growing new markets that I don't think they even know how to market when they're on top. All their best ad…

> This really shows how much sentiments about technology have changed in the last five or so years. If this ad came out in 2018 it would have been received differently, I think. The buzz has worn off. People don't see doing everything on your device as progress. iPads are no longer novel.

I think not. 2018 was not so different. People talked about what is now called enshittification. Apple, Google, and Facebook introduced screen time controls because concerns had grown year after year.

I think an ad showing the same objects sucked into a tablet would have been received much better now. I doubt the lurid destruction of art, creative tools, and symbols of culture and history would have been received much better in 2004.

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

#68

Post by [deleted] »

smugma wrote: post #45
edkennedy wrote: post #28

Missing from this extremely short and underreported article is how badly this played out in Japanese market. The culture they have states that musical instruments, creative tools have some energy and imbued sense of spirit to them. So destroying these elements of culture is really really blunt and gauche to them. The majority of the push back came from Japanese people, and then artists empathizing with their sentimen…

I’ve seen a few comments about this. Is there any English page that documents this in more detail? I find it really interesting.

[deleted]

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

#69

Post by lioeters »

xnx wrote: post #51

9to5Google pointed out that the Apple ad is a near exact copy of this LG ad from 2008: https://www.youtube.com/watch?v=NcUAQ2i5Tfo The (accidental?) plagiarism of the ad is nearly as bad as the vibe.

So not only was it tasteless and out of touch, it wasn't even original. Can't help but feel that it's a reflection of where Apple is at these days.

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

#70

Post by jprete »

hestefisk wrote: post #23

I’m struggling a bit to see why this ad is controversial.

Crushing the tools of art and fun into a tiny technological device is maybe a little tone-deaf in the context of AI trying to crush all scrapeable human creation into a model that would fit on that same iPad.
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