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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'

#761

Post by commakozzi »

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…

I'm a trumpet player, professionally. I don't give a rats *ss about it. Everyone just wants to get upset about something, is how i see it.

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

#762

Post by drak0n1c »

benrutter wrote: post #263
passion__desire wrote: post #256

Earlier quoted context omitted.

I took the message that all that culture is now available in an even slimmer form factor. This is the problem with art. Unambiguous messaging is impossible as one casts a wider net of interpretation

Very true- I wonder if the prevailing interpretation would be different if this was 20 years ago. The destruction of all those tools would probably have a much more "punk rock" interpretation from people if Apple weren't the megacorp they are today.

20 years ago there were healthier vestiges of traditional arts and culture across society - it's easy not to appreciate or miss things until they're gone.

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

#763

Post by Nicholas_C »

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.

Agreed. This will be considered a huge win by Apple's marketing department. People (online at least) are talking about the iPad like I haven't seen in years.

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

#764

Post by [deleted] »

Alupis wrote: post #682
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…

> 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...

[deleted]

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

#766

Post by whiteboardr »

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 was painful to watch and i won’t have a second look.

It would have been as simple as adding a short “Professional CGI Artists. No actual instrument and tools were harmed.” to set a lighter tone and take the pain away.

Given the raging discussion and thus reach, this won’t hurt sales in the slightest - pretty much the opposite and i guess we’re left with giving kudos to marketing well played.

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

#768

Post by elevatedastalt »

This is very cultural. Eastern cultures, for eg. Indian, Asian etc. place a lot of respect in objects associated with learning or education or creation even if they are just objects.

Indians never touch books with their feet, it's considered very disrespectful to the idea of education / learning, since a book is an embodiment of that. Likewise for musical instruments.

Western cultural prides itself on its irreverence for conventions like these. And everything is viewed from a lens of individual freedom.

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

#769

Post by fl0ki »

Serious question: Did anyone already want to buy an iPad, but the ad made them not buy it in protest? I don't have the data, but I don't expect this to be very common.

I don't watch TV ads and if it wasn't for the controversy I probably wouldn't have known it even existed. Either way, I would choose based on specs and reviews, not whether an ad had the right subtext.

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

#770

Post by elevatedastalt »

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.

Considering the NYT tells us every single day what the average liberal arts pursuit thinks about the average technologist, I won't worry too much about that.
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