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I thought it was cool. A bunch of stuff that would end up in a land fill anyway. People love to be offended these days.. and then apologizing for an ad? Apple went from 1984 to this…
That iPad will end up in the same landfill in less time than the objects would have and be toxic to boot...
Wild that some thrift store items are causing such a stir.
Why did they have to go and ruin the piano tho?
It’s not my place to tell anyone how they should feel about anything, but the number of comments here suggesting people had a strong emotional reaction to this does kinda worry me. How do those of you who feel so strongly about this ad get through daily life? If I was feeling so upset about something like this, life would be pretty bad. Genuine question. EDIT: I appreciate the amount of good-faith discussion on this…
Honestly, y'all, it's beyond hilarious that the top comment here on Hacker News is "These things you people have, these ...feelings...these are strange and you seem weak. Boop beep boop." Sometimes the stereotypes aren't wrong, huh.
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Do you know if it aired in Japan as an ad? If not, then I am not sure what you're talking about.
It aired on the Internet, which is available in Japan. You can see some examples of backlash from Japanese people in the replies to this tweet, if you have a twitter account. https://twitter.com/tim_cook/status/1787864325258162239
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!"
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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.
Maybe you can go into that more. Where's that intuition coming from that tells you "Apple wants to destroy everything"?
It's not really about Apple specifically, but more that the ad is graphically illustrating something that already seemed to be all too true.
> 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.
You might not like what the industry is doing but don't kill the messenger: they just gave you a short glimpse behind the curtain. The company will keep the same goals even after they give their ad team sensitivity training.
> 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.
If you move the mark, and replace this mark with your mark, then, whatever. Your answer will be always right if you change the question.
So, yes. It did miss the mark.
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Re: the Pokémon commercial, I feel like the Apple commercial put way more focus into the actual destruction of the instruments… Like, a lot of its runtime was spent on actually showing each thing getting destroyed individually, so it has a completely different energy compared to the silly Pokémon one It’s like if the Pokémon one showed each Pokémon getting crushed with splattering and gore…
Yeah there was revelling in the visual and nuance of their destruction. Could have done the whole thing CG where the objects squished together satisfyingly like they were made of clay rather than cracking and shattering. Honestly was easier/cheaper to do also.
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,…
Here's Lauri with his 300 Ton Press on the subject: https://www.youtube.com/watch?v=nk-zi8grFdw