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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'

#741

Post by resource_waste »

dehrmann wrote: post #707
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's a good clip because people are here talking about it.

This only applies to things that we don't have knowledge about. Everyone knows about iPads already.

When you are already familiar, this is just bad press.

But don't sweat it, according to chatGPT4, Apple is the best company at marketing of all time. They wont be losing for long.

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

#742

Post by perfmode »

Perhaps it would have been palatable if the items had been compressed in a way that didn't seem destructive.

There may be a collective resistance to playful depictions of destruction, possibly as an energetic response to the pervasive images of destruction from conflicts in Ukraine, Israel, and Gaza. This may not be the appropriate time for such depictions.

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

#743

Post by TeaBrain »

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…

There is no such thing as bad publicity when you are not yet established. When you are already a recognized and popular brand, such as Apple or AB InBev, it can hurt revenue, such as how AB InBev suffered from lower revenue following their own advertisement backlash.

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

#744

Post by mikewarot »

exodust wrote: post #284
mikewarot wrote: post #261

Without Hanna and Lauri, you can't have a good hydraulic press moment. It was obvious from the moment it started that it was CGI, so... no actual destruction occurred. Rewatching it, it seems rather random, like they wanted cinematographic moments, without any actual narrative. It was designed to be forgettable. Not a good use of marketing budget.

Actual destruction isn't relevant. The idea of destroying musical instruments because a new iPad is in town, is jarring. The ad lingers on pointless destruction. Why not spend the time showing the new iPad? It's sad when advertising is stuck so far up its own clever-hole, it loses grip on reality. Edit: I just watched it again. It's definitely not obvious CGI, not sure how you can say that. Camera lenses shattering,…

The press itself is ridiculous, you can't have two skinny cylinders like that pressing out a platen that wide and expect to get any reasonable forces. Maybe it's too much time watching the limitations of the 150 ton press, but it all just seemed like someone's idea of what a press is, instead of an actual press... in hyper-real cgi.

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

#745

Post by madhato »

epolanski wrote: post #318

I really don't understand why the internet needs to turn everything into a stupid argument.. Who cares of an Apple ad...

I honestly don't even feel like I live in the same world as the majority of commenters on the Internet anymore. To be outraged because apple crushed some stuff for an ad is a new low, or I guess a new high for fake hysterically.

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

#746

Post by uses »

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.

That's a huge marketing fail if that's what it made you feel because it would be completely contrary to their messaging during the rest of the iPad event. The 30 minute show was almost entirely about using the iPad in creative pursuits. Illustration, film making, photography, music, etc.

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

#747

Post by hinkley »

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…

I just watched this ad for the first time. It’s odd but I don’t have a reaction to it.

What I am having a reaction to is all the reactions about destroying instruments. Which in turn reminded me of the song by Cake.

Rock n’ Roll Lifestyle:

…

How much did you pay

For the chunk of his guitar

The one he ruthlessly smashed at the end of the show?

And how much will he pay

For a brand-new guitar

One which he'll ruthlessly smash at the end of another show?

And how long will the workers

Keep building him new ones?

As long as their soda cans are red, white, and blue ones

…

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

#749

Post by numpad0 »

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…

Absolutely no offense - I don't see what this has to do with Japan at all although this has been repeated everywhere. I think this is just an unfortunate natural intuition.

Japanese users normally aren't exposed to the rest of WWW at all, even on social media, so there's intuition that any notable interactions observed has to do with the four-seasons and egg sandwiches way. But it's also true that there are 0.35x as many of the people here as there are US Americans, or 1.5x more than Germans, which creates a lot of presence in itself, possibly even grossly exaggerated on Twitter due to cultural fit and ongoing collapse of its en-US bubbles. I think this instance is example of the latter being the case mistaken as the former.

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

#750

Post by sombragris »

The ad is interesting because it is not exactly symbolic, but it's close to factual.

There is a sort of hydraulic press on Cupertino. It has crushed, among other things:

- 3.5mm headphone jack in cell phones - Physical keyboards in cell phones - Upgradeable RAM in laptops - User-replaceable batteries - Repairability

and other things, I'm sure.

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