Ads for multi-function products have featured the single-use products they're intended to replace being crushed, shoved into them, destroyed, thrown away, etc for decades. Artists are just extremely salty right now about being replaced by AI so they're sensitive.
Apple apologizes for iPad 'Crush' ad that 'missed the mark'
681–690 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#682My 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…
I think the big thing here is that if you don't have an attachment to any of the items being crushed you probably don't feel as strongly. If you're a trumpet player, seeing a trumpet being crushed is going to be a bit distressing. If you're a photographer, you're putting a monetary value on those lenses being destroyed. If you're into old arcade machines, you're thinking about how many of those cabinets are left in t…
> If you're a trumpet player, seeing a trumpet being crushed is going to be a bit distressing
Really? I play the trumpet and felt nothing watching this ad. My trumpet wasn't being crushed, so who cares? It wasn't a rare Stradivarius, nor even a high-end Schilke or anything... Even if it was - why care? They can make more trumpets after all...
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#683That 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.
I don't care about the argument. I find it funny that a lot of people believe that a giant hydraulic press looks like that and is installed in an environment that looks like the engine room of a spaceship in a SciFi movie.
It is a tangent observation.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#684I 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 is also a false equivalence. An iPad will never replicate the beauty of a human playing a piano or a violin. It’s dumb consumerism trying to make us believe that life comes down to buying rather than living.
That can be said for most of all tech companies who are just trying to sell you shiny app that will supposedly fix all your problems.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#685I 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…
Some filmmaker just ran the video backwards and it worked so much better
Backwards: https://m.youtube.com/watch?v=XYB6JJoDSuk
That is, hilariously, an excellent ad.
It's gotta sting when someone says "No, actually just reversing your terrible thing makes a wonderful thing. Didn't you think of that?"
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#6869to5Google 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.
The "documentary" tone of this one makes it way less bad than the Apple.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#687[flagged]
I tend to agree. Most people have no idea that every commercial or film, ends up dumping or destroying almost all the stuff in the video.
I remember there was a Scene in one of the more recent mission impossible movies where the director was interviewed as joking about how they budgeted to destroy 3 lamborgini's for a action sequence but ended up needing to destroy 4 of them. These were brand new, straight off the lot lambos that just got shot at, crashed, and blown up for the movie. No one cries about that, instead they marvel at the "practical effects" of the movie.
This isn't even a unique example. A lot or props that DON'T get destroyed and are just used for one quick scene, like a chello in the background, often go straight to the dump after the scene is filmed, because they just bring in a dump crew to get rid of everything.
I guess the difference is ignorance is bliss. People don't see the amount of absurd waste that happens in commercials and movies, so they can enjoy it. Strangly, even seeing it on screen (like a car blowing up) doesn't bother them. But a slow crushing of an instrument for 20 seconds does trigger them.
The amount of waste that this produced is inconsequential, not even a rounding error for the amount of waste that a warehouse up the street from anyone reading this is performing as you read this comment. And yes, there are so many of these companies creating unfathomable amounts of waste that no matter where you live, you have one probably within a few miles of your home that you never knew about.
I would tend to side with those that are triggered if these instruments were antiques that couldn't be replaced. However, these appeared to be common instruments. I actually play guitar and the guitar actually looks like a pretty cheap guitar. These get bought at Costco and returned and dumped everyday. They are commodities, they are pumped out of factories en masse in Vietnam and contain a hundred bucks of parts, wood, etc. Most of these guitars end up in the dump anyway. The upright piano is a little different because they tend to be several thousands of dollars, but again this looks like a modern, generic piano.
I am happy to have discussions about the vast amount of waste humans have, because it is truly unfathomable. Most people have no idea how bad the problem is. But watching some paints, a metronome, a single guitar and piano get destroyed is not even the beginning of the real problem. So if we want to have a discussion about waste, let's have it. It's a serious problem, but this feels like a joke that a handful of items that doesn't even equate to what an average American probably dumps when they move houses, seems like a stupid hill to die on.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#688This 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.
It's hard to remove this ad from the context of the current market for artistic services, which have always been undervalued by non-artists (eg: "give me this for free so you get exposure!"), which is under assault from AI startups that think they're making the world better by killing the most human parts of our economy.
Artists are really being stung by AI right now. And Apple, ostensibly the darling tech company for artists, puts out an ad literally crushing artistic tools and telling you to buy an iPad to replace them. By the way, it has the most powerful neural engine ever.
It's not just tone deaf, it's insulting.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#689My 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…
I think the big thing here is that if you don't have an attachment to any of the items being crushed you probably don't feel as strongly. If you're a trumpet player, seeing a trumpet being crushed is going to be a bit distressing. If you're a photographer, you're putting a monetary value on those lenses being destroyed. If you're into old arcade machines, you're thinking about how many of those cabinets are left in t…
The arcade one particularly distressing given that arcades and their unique arcade hardware are rapidly vanishing across the world without replacement.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#690I 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.
If you had ever put the time and effort (and blood!) into learning how to play the guitar, you too would have a visceral reaction to seeing a guitar getting destroyed for nothing. It's not the objects themselves that are the problem, it is our connection to those objects, and our innate feelings about those objects, that Apple has smashed in that video. That's a marketing 101 mistake and how this ad ever got greenlit is beyond me.