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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'

#651

Post by racl101 »

pilsetnieks wrote: post #484
thih9 wrote: post #280

> missed the mark It didn’t! It is a good clip. It accurately shows how tools are being replaced with digital and cloud. It’s a violent process and precious things get destroyed along the way. It totally hit the mark. But true, it doesn’t make people want to go grab an ipad, so I get why they don’t want to use it.

To reduce the issue, "Let's burn books! It's ok because you can just buy them on the Apple Books Store for the iPad"

That would've be hilarious as parody of this commercial if the hydraulic press shot out flames too and burnt some books. Make that message even more ambiguous lol.

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

#652

Post by stephc_int13 »

toyg wrote: post #560
yousif_123123 wrote: post #530

I 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…

When your Brand is as valuable as Apple or Boeing, bad publicity is a thing.

They don't need to be known, but they need to maintain the positive values associated with their brand.

The Apple brand is their most valuable asset, they probably destroyed billions in brand value with the shitstorm around this horribly distasteful ad.

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

#653

Post by thih9 »

pquki4 wrote: post #400
thih9 wrote: post #280

> missed the mark It didn’t! It is a good clip. It accurately shows how tools are being replaced with digital and cloud. It’s a violent process and precious things get destroyed along the way. It totally hit the mark. But true, it doesn’t make people want to go grab an ipad, so I get why they don’t want to use it.

> It accurately shows how tools are being replaced with digital and cloud. No it doesn't. Throwing away all other sentiments, I really would like to see a 100lb digital piano replacing a 500lb upright piano while keeping its action, feel and sound, if not a grand piano. That hasn't happened yet, not even remotely, after all these years of technology advancenent. Anyone who is serious in learning and performing piano…

> I really would like to see a 100lb digital piano replacing a 500lb upright piano while keeping its action, feel and sound, if not a grand piano. That hasn't happened yet

It absolutely has. The sales of upright pianos are down, while sales of digital pianos are up. I'd call that replacing.

"Hybrid pianos have gained immense popularity among music lovers. These pianos are increasingly being used to provide keyboard lessons as they combine the electronic, mechanical and acoustic aspects of both acoustic and digital pianos. In addition, hybrid pianos take up limited space and can be easily moved due to their small size and lightness. In addition, these pianos require little maintenance. Temperature and humidity do not affect their configuration due to amplifiers and speakers. They can also be connected to digital interfaces, laptops, iPads and other devices. As a result, pianists are increasingly preferring hybrid pianos, prompting vendors to launch more innovative products that will boost market growth during the forecast period."

source: https://www.businessresearchinsights.com/market-reports/pian...

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

#654

Post by eddd-ddde »

citizen_friend wrote: post #582
yousif_123123 wrote: post #530

I 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.

It's not matter of spiritualism.

If I put my skill and effort crafting something and it is destroyed, I'll feel sad.

Feeling that way even for things other made is called empathy.

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

#655

Post by killjoywashere »

pohl wrote: post #627
yousif_123123 wrote: post #530

I 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."

We adopted a piano while we were overseas and moved it to San Francisco. We ended up giving it to a church after my son decided he couldn't abide the high notes that could never quite get into tune. Still have fond memories of it though.

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

#656

Post by beefnugs »

graypegg wrote: post #643

Just on the meta-discussion of "who cares about dissecting some ad": It's alright to consider implied meaning in media IMO. Just because it's misinterpreted by the standards of what the ad team wanted to accomplish, doesn't mean it WASN'T interpreted by people. Maybe "outrage" is a bit useless if it's only there for screaming at people online, but talking about how crushing things that people love sends the wrong mes…

As easy as it is to interpret it as "fuck your cherished things! get indoctrinated by tech" It is just because tech's true colors have really exposed themselves as of late to be money grubbing criminals to the extreme. It is inevitable that any corporation of sufficient size (only acheivable by evil) will stop being able to be "cute" advertising anymore

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

#657

Post by anon7725 »

todd8 wrote: post #432

[flagged]

> If it's actually just the seeing of a musical instrument being crushed that is so upsetting, then what are we to think of the countless instruments thrown in the trash after our elementary school kids give up on being guitarists, drummers, trombone players, or violinists. Why do we even let a 7 year old touch a violin if only 1 out of 100 ever play a level that isn't torture to listen to.

This reminded me of an interesting documentary from the LA Times on the LA Unified School District's musical instrument repair shop.

https://www.latimes.com/shortdocs/la-short-docs-the-last-rep...

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

#658

Post by shwaj »

I like to think that there are subversives working in ad agencies and that such gaffes are intentional.

(I know it’s probably not true, it just makes the dystopia a bit more entertaining)

In this case the subtext would be something like: AI is coming and will provide all of the content for the rubes to consume on their shiny iPads, and damn the creatives who used to make a meaningful living creating it. But at least we can raise a middle finger via this ad, and mock the execs who okayed it!

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

#659

Post by chefkd »

password54321 wrote: post #572
benrutter wrote: post #245

When 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 really hope you don't celebrate AI generators then because that is actually set out to destroy culture and tools.

Where I'm from they said the phone was the devil it's a totally valid and human reaction to change. Change is almost always violent

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

#660

Post by CamperBob2 »

citizen_friend wrote: post #582
yousif_123123 wrote: post #530

I 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.

Try a car analogy on for size: a new Corvette might be superior to a classic Porsche in all the ways that matter, but nobody at GM would greenlight an ad depicting a C8 emerging from a crusher that had just destroyed a '63 911. They would understand how disrespectful it would seem.
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