I liked it. It was fun to watch stuff get smashed and paint explode all over the place. All that stuff gets squished into the iPad. Get it? I got it.
Yup I loved it too, yet the Internet People need to attack something, so they picked this ad today.
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'
#802Everybody loves to get outraged over every little thing nowadays.
I literally can't understand the mindset of people who get offended by an ad that crushes objects. Not animals, not humans, just objects to give a message, yet people get offended by this.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#803[flagged]
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#804This ad feels unnerving for, I think, non-obvious reasons, beyond just the raw destruction of artistic tools. In music and sound effects from horror genres and other "scary" things, playing very high pitches with very low pitches makes us anxious - our brains are wired to perceive high pitches as safe and low pitches as menacing[1]. If they're both happening at the same time, our brain gets stuck trying to figure out…
This is a really good observation, it's uncomfortable to watch and listen to even beyond the really obvious but apparently unintended symbolism. The music is off, the sound is off, so many weird decisions here ... some ad exec using ChatGPT instead of doing their job?
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#805You are a hopeless, overreacting child if this ad bothers you. I’m honestly shocked at the response I’m seeing here.
Ssssh don't wake them up. They are just in the middle of their get-offended-by-literally-everything episode.
Amazing how people here on HN can be so... anyway I don't want a ban.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#806I 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 would have preferred the reverse of crushing our tools into something. I would have preferred pulling them out of the iPad to create. As a d&d fan, I could imagine a bard with a black hole pulling instruments and creative tools out in order to render magic. I felt like I was watching the end of Terminator 1 when watching that iPad commercial.
I saw a tweet that did exactly that, reversed the ad. The subtext was really different.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#807That was a genius ad...what's all the fuss about?
People need to be offended by something. They chose a random innocent Apple ad this time.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#808This is all really silly. Don't people have anything better to get upset about? I wish companies/Apple didn't cave every time a couple of people start crying. It must be really annoying to work in such industries, you spend a large amount of time making something and then have no idea if people will get upset about it or not.
This ad is a perfect example of the fact that if people want to get offended, they will literally get offended by anything: an ad, a color of something, a made-up pronoun not being present in a list, or anything else.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#809I 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…
Why not show all of these objects being put into a magicians top-hat and then pulling out the iPad at the end?
Agreed. I was thinking along the same lines. Some Wonka-like contraption where all this on-going creativity in a room was captured, fed into a whimsical pipes leading to an assembly line, with an iPad reveal at the end.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#810I 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…
A djinni with Tim Apple's face would be funny. Comes out of a home pod and magics the whole recording studio into an iPad. Probably too whimsical for an Apple's taste though.