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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'

#671

Post by mdhb »

elzbardico wrote: post #663

That people think this is a real press, that this bunch of objects in a real press would behave exactly like that, shows how our society is increasingly disconnected from the real, physical world and have no fucking idea of how a factory looks like.

You are ironically doing the exact thing you are accusing others of but instead of being mad that people don’t know how a factory looks it’s you not understanding why people are upset at this and have very conveniently ended up at a position where:

- everyone who doesn’t like it is dumb

- you are a self proclaimed factory expert trying to pretend this is a physics argument which nobody claimed but you.

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

#673

Post by whydid »

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!"

It has the vibe of something made by a team who have never created only for the pure love of art.

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

#677

Post by dogman144 »

vessenes wrote: post #606
dogman144 wrote: post #584

This 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.

I, like a lot of people, just hated the ad, although I liked it in reverse. If there's a single product company that hires technologists who also love the arts, it's Apple -- this campaign was just mismanaged by someone who missed the point, and didn't understand Apple's history very well. Also, apparently, the ipad is really thin, so maybe they got overexcited :)

A technology company that loves the arts and shows it by paternalistically crushing all of its implements and saying “trust us this iPad is better than your heirloom piano or silly books.”

Right on trend. They might love it, but they don’t understand it, and per the last 20 years love unemploying it.

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

#678

Post by marcosdumay »

fullshark wrote: post #600
readmemyrights wrote: post #338

The biggest thing that makes me wonder about this ad is: "why?". It certainly costed more to make than an average ad, regardless if it was CGI or real, it should be obvious to anybody who has ever itneracted with humans why crushing a bunch of instruments and tools they use would be a bad idea, all to get it mention more often thanks to society's backlash? Apple isn't some newcomer who needs all the attention they ca…

1. Conveys the idea that the ipad has all these creative / cultural digital services on it 2. Conveys the idea that it's thinner than ever 3. Seeing stuff get destroyed by a hydraulic press is attention grabbing, and gets you to look at the TV during that commercial break. I get why they did it, it's striking. They just didn't understand just how massive the freakout in the creative arts industry is right now over te…

On #1, people were very well aware of it already. All this ad does is making them reconsider the company's intent and see it as an enemy trying to destroy the services, instead of a friend making them easier to get.

On #2, it doesn't do that very well. For a start, the press never smashes the tablet itself.

This commercial is very well done with the purpose of making people revolt. Every element is perfect. I wonder if there was some miscommunication and the authors expected the scenes to be used in a different way.

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