To announce the new iPad Pro, which stands out for its finesse and its OLED screen, Apple broadcast an advertisement entitled Crush!. Issue ? This is controversial, which now prompts the company to apologize.
Apple was wrong. To formalize its new iPad Pro, equipped with an OLED screen and more powerful than ever, the Cupertino company released an advertisement. Called “Crush!” “, we see a series of objects, such as a piano or paint cans, being crushed by an immense hydraulic press. In the end, all that's left is an iPad Pro. We quickly get the message: everything you love is concentrated on a tablet with record thinness. Issue ? The symbolism does not pass.
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Thus, Apple is engaging in a destructive process to promote the iPad Pro. Beyond the waste that this represents, there is people's attachment to these objects. “ I get sad when I see creative equipment, like instruments or cameras, being destroyed. I don't think creative people will like this video “, testifies for example Takuta, editor-in-chief of ThunderVolt, in a tweet published on May 7. The searcher Sterling Crispin abounds with irony: “ Destroying the symbols of human creativity and cultural success to attract professional creators, well done. » Faced with this negative feedback, Apple is forced to apologize.
This Apple ad doesn't work
Real objects?
For this video, Apple would have used second hand items intended for scrap. Which wouldn't excuse anything.
This advertising finds an even more negative echo in a country like Japan. “ Everyone hates Apple advertising but the Japanese even more. I've never seen so many Japanese people upset on a single Twitter thread “, noted Angelica, May 8. She shares opinions that will make the multinational think. Thus, we can read: “ Many craftsmen are attached to their tools. Musicians love their instruments, architects love their rules, painters love their brushes and painting materials more than life itself. »
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In short, if we understand what Apple means, the company has simply omitted the fact that these objects, these tools and these materials have value for those who use them. Something that the iPad Pro, however extraordinary and versatile it may be, cannot replace. And if Apple wants to prove to a musician that he may need an iPad Pro, it is not by destroying his guitar or his piano that it will seduce him.
“ At Apple, creativity is at the heart of our DNA, and it's important to us to design products that empower creative people around the world. Our goal is always to celebrate the myriad ways people can express themselves and bring their ideas to life on an iPad. We made a mistake with this video, and we're sorry », said Apple in comments reported by Ad Age. We will not see this ad on television. Otherwise, an Internet user had fun repairing the video. How ? With reverse editing (the objects are then reconstituted).