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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'

#711

Post by OJFord »

RicoElectrico wrote: post #274
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…

[flagged]

Err, if you want to advertise effectively to X market you generally try to make it appealing to X people?

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

#712

Post by tsunamifury »

whydid wrote: post #673
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.

Hahahaha you’ve never worked in ad creative have you? It’s full of people who have been crushed by their inability to support themselves making pure art.

This ad makes perfect sense from that perspective.

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

#713

Post by caseyy »

maxrobeyns wrote: post #506

My 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…

[flagged]

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

#715

Post by baxuz »

maxrobeyns wrote: post #506

My 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…

It reminded me of the old Game Boy Pocket commercials:

https://youtu.be/qzAo9HzOgtQ

https://youtu.be/CWh_6jutU7M

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

#716

Post by tsunamifury »

The digital world is flattening our real experiences and selling the result back to you.

The entire ad is performance art. The artists made an illustration of cruelty, then got the company and CEO to not only approve it but post it on their twitter. It’s incredible. Banks himself couldn’t pull off such a thing.

I think a truly clever artist sold this under the radar to Apple and I applaud them.

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

#717

Post by wccrawford »

xdennis wrote: post #198
brundolf wrote: post #128

Earlier quoted context omitted.

I'm not Japanese and it was upsetting to me Not because eg one piano got destroyed; surely that happens all the time, even on camera for eg movies and such. But there was something about watching beautiful objects be destroyed, in slow motion, gratuitously, and with an upbeat/sunny tone, that just aesthetically made me squirm in my seat

I'm not bothered by the destruction. Destruction itself can have artistic value. For example, you can't portray the Nazis on screen without showing how destructive they were. What bothers me is the arrogance to say that an iPad, a device which will be obsolete in a few short years, can replace all those instruments and tools that last more than a generation. This is similar to the history channels which use AI colori…

I am. If they had a "No objects were harmed in the making of this ad" notice at the end, I'd feel much, much better about it.

It would still bother a lot of people for other reasons, but it's the wanton destruction that bothers me the most.

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

#718

Post by chrisjj »

mateus1 wrote: post #549
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 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.

I think we're supposed to believe the human plays the tablet as beautifully as s/he plays a violin.

Might boost sales to everyone who has never heard a violin...

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

#719

Post by throwup238 »

__turbobrew__ wrote: post #700
some_random wrote: post #670

Earlier quoted context omitted.

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…

I don’t think it is healthy if you are emotionally distressed seeing a trumpet being crushed.

Agreed. I don’t understand the reaction at all. Your favorite trumpet getting crushed in front of you? Yeah sure that might be distressing.

But a generic virtual facsimile on a video? That’s silly

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

#720

Post by Hamuko »

some_random wrote: post #670
maxrobeyns wrote: post #506

My 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…

You mean the arcade cabinet that conveniently switches to a GAME OVER screen while it has sparks flying and smoke pouring out of it when it gets hit by the crusher? Somehow I doubt you lost an actual cabinet. I'll be surprised if it's even made out of wood and not polygons.
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