LG did the same ad 15 years ago & nobody got worked up about it. https://www.youtube.com/watch?v=NcUAQ2i5Tfo
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'
#6229to5Google 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.
Did LG get backlash from the Japanese community? It might be interesting to compare why and why not.
Korea and Japan have .... history ....
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#623I 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…
Why not show all of these objects being put into a magicians top-hat and then pulling out the iPad at the end?
Or have a giant scale, show people loading all this stuff into one side of the scale, and then placing the iPad on the other side, and the iPad side sinks. There's a million ways to do this idea
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#624i didn't think it was a great ad but they certainly don't owe anybody an apology. besides, i guarantee that there's no overlap at all in the venn diagram of people complaining about it vs potential ipad pro buyers.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#625I 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…
The original idea is sound: "we are squeezing all tools into the iPad". The problem is that you can't squeeze an object without resorting to animation. So instead they went for crushing , which carries destructive undertones. A lot of people have strong emotional attachments to objects like pianos and vinyl players; destroying them is a powerful trigger. If this had been done with animation, with some djinn magically…
> If this had been done with animation, with some djinn magically squeezing everything into an iPad, it would have been just fine.
It already was an animation. So they could have taken your approach instead.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#626i didn't think it was a great ad but they certainly don't owe anybody an apology. besides, i guarantee that there's no overlap at all in the venn diagram of people complaining about it vs potential ipad pro buyers.
If you think Apple didn't owe anybody an apology then you don't know how corporate world works in competitive free markets.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#627I 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 seems odd to complain about one old upright piano being crushed for the video when thousands upon thousands of them are out on the streets, living under bridges, because no one wants to move the piano anymore, or wanted the convenience of an electronic keyboard.
I implore you all: adopt a piano today! You may find yourself saying "I didn't rescue it, it rescued me."
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#628Earlier quoted context omitted.
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
Very true- I wonder if the prevailing interpretation would be different if this was 20 years ago. The destruction of all those tools would probably have a much more "punk rock" interpretation from people if Apple weren't the megacorp they are today.
There's nothing anti-establishment on the commercial. They need some minimal amount of punk if they want a "punk rock" aesthetic.
All that is there is a megacorp stealing a previously popular (comical) format, to show people's culture being (quite forcefully) transformed into establishment. The commercial is repulsively anti-punk.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#629Feels 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 recently got a new iPhone. I'm picturing Steve Jobs yelling at this thing nearly every day. It's mind-blowing how poor the user experience has become compared to early versions of iOS! :\
At some point the companies just want to milk their customers. Nokia did it, but where is Nokia now?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#630I'm trying to put a pin in exactly why this is offensive. Yes, you do lose fidelity in digitizing an analog signal, but I don't think that's exactly the problem.
I think it's related to the fact that an ipad isn't just a tool. It's a branded consumer product that has a (relatively) short lifespan. When Apple Corp decides that the device will no longer be supported, it will crease it function. So buying a tablet isn't buying all those art supplies and instruments crammed into one device. You're buying a window into the Appleverse. And yeah I do think that's dystopian.