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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'

#851

Post by atmosx »

JohnFen wrote: post #590
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…

The clear meaning I got from the ad was: we want to destroy everything and make you buy our product instead. I know that wasn't what they were going for (I'm pretty sure, anyway), but it's very hard for me to interpret it differently. I never connected it to the hydraulic press channel at all for some reason.

The fact, the add went through a considerable amount of people and no one raised a red flag tells you all you need to know about the industry.

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

#852

Post by atmosx »

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!"

Okay, Zappa is a bit defeatist although what he says is true, I don't think it's that bad... But here it is: https://www.youtube.com/watch?v=88zvm7-fhKo (Frank Zappa on American culture)

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

#853

Post by wnc3141 »

If I were the advertising director - I would have people reach into the glass to take out large unwieldy instruments to expressively use them and then pack them all back into the glass of an iPad and walk off. This version suggests you are unlocking all of these instruments rather than destroying them .

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

#854

Post by verdverm »

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…

[flagged]

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

#855

Post by mulmen »

mattnewton wrote: post #567
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

I think the mark of a good ad is that you can turn the music off and most people will get the message. The imagery of destroying the things is the problem, if you turn the music off you really don’t know how you are supposed to feel about this. Apple conveyed similar messages before with animations that did not destroy the underlying album arts, just shrunk them into an iPod. It would hit very different if they crush…

What if they crushed a stack of unsold Songs of Innocence albums?

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

#856

Post by [deleted] »

verdverm wrote: post #854
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…

[flagged]

[deleted]

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

#857

Post by yard2010 »

Hey excuse me for being off topic but get your head out of your ass. This ad is nothing. Apple paid 500 billion dollars to buy back its own stocks and cancel them to manipulate the stock price.

This is backwards and I am terrifically shocked that such practice is legal.

This is wrong and evil.

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

#858

Post by verdverm »

baxuz wrote: post #715
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

That first one is pretty on point and hilarious in comparison

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

#859

Post by marssaxman »

fl0ki wrote: post #783
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…

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.

I remember once watching some heist movie while recovering from a motorcycle crash, and the sight of all the faceless mooks crashing their bikes during its car chase scene was so viscerally uncomfortable that it took all the fun out of the spectacle. This had never been a problem before.

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

#860

Post by seanmcdirmid »

bingbingbing777 wrote: post #382
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

It's not art, it's an advertisement.

Advertisement is art, by almost every definition of art. Of course, it might not be fine art, but there is plenty of art that isn't.
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