A stirring ad that captures my lived experience.
They should do a follow-up with my friendships and family life.
Apple apologizes for iPad 'Crush' ad that 'missed the mark'
821–830 of 1001 posts
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#822I dunno I thought it was well done. This is an entertaining trend on social media and they applied it to their product well.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#823I 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 don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. This is how I felt seeing rock musicians destroying perfectly good instruments and amps. Growing up my parents didn't have the money to buy me a guitar (or didn't want to buy me one), so I would see these performances and would just think, can't they just donate that guitar to some po…
Interesting point. The Clash even celebrated the destruction of instruments on the cover of London Calling (the cover being a photo of their bassist smashing his bass). And though the Apple ad seems like it’s trying to convey they idea that all these devices are within the iPad, the smashing of instruments and equipment by rockers seems to just be about…reveling in the destruction of instruments and equipment.
You see this in other art as well. For example, the Dadaists took a lot of functional tools, messed them up, and displayed them as art. Moving beyond art, destruction that accompanies political unrest is often dismissed.
It’s interesting that the Apple ad is what touched off this discussion, because it’s actually fairly tame with regards to a lot of intentional destruction of equipment.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#824I loved the commercial. Apple shouldn't have apologized. There was no hidden meaning in it. People are psychotic.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#825My 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's simply uncomfortable to see a lot of valuable creative tools being slowly destroyed for no reason, especially a piano. I'm not even thinking about the symbolism.
Wait until you see what goes on at the county landfill.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#826My 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 saw the ad as trying to draw an equivalence between the iPad and all of those creative tools, as if owning an iPad is equivalent, or even better, than owning those objects. This is a lie, a deception, and apart from lamenting the loss of so many wonderful objects the lie of it is what really sticks in my craw.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#827I have been blown away by how badly people took this. I don’t mean to take away from them, I mean to highlight how fucking CLUELESS I must be. I thought it was a clever commercial and I understood the message as it was intended to be communicated.
It was very surprising to me when I started reading just how badly people hated it.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#828Earlier 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…
So if you own a house or car then it's distressing to see one destroyed in a movie? Both of those cost much more than a trumpet, and for many people are more personal and unique, but somehow most people manage to keep their eyes on the screen.
That's because the blown up car is not advertising anything.
Instead, imagine an ad extolling the virtues of public transport by blowing up cars in a parking lot. It sends the complete opposite message than what was probably intended.
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#829What a bonanza of free air for Apple.
I would never have known about this product launch except for this brouhaha. Now I know their launch, the key feature their selling, and the concept backing it. What a coup for whoever is running this campaign.
An apology is a genius addition. More free coverage for them, and they get to "be doing the right thing" while getting it!
Re: Apple apologizes for iPad 'Crush' ad that 'missed the mark'
#830Earlier quoted context omitted.
It's simply uncomfortable to see a lot of valuable creative tools being slowly destroyed for no reason, especially a piano. I'm not even thinking about the symbolism.
Wait until you see what goes on at the county landfill.
It happens, and maybe the ad was just CGI, but it doesn't mean I enjoy watching it. Like, the Burger King ads don't show a cow being butchered.