Apple's New iPad Ad, "Crush": Who Thought This Was a Good Idea?

https://www.hollywoodreporter.com/business/business-news/apple-soul-crushing-new-ipad-ad-dystopian-1235893898/

by kripy • 2 years ago

20 20 2 years ago

hollywoodreporter.com

williamcotton• 2 years ago

It's in poor taste but it certainly has a lot of people talking about a new iPad release!

ammo1662• 2 years ago

"The only problem with Microsoft is they just have no taste."

Now, it is Apple's turn.

jareklupinski• 2 years ago

i preferred the dancing silhouettes on colorful backgrounds tbh

htk• 2 years ago

I would guess they wanted to say that an iPad "crams" everything that was there, and the act of crushing it is to allude to how thin it is.

Not my cup of tea, but everyone wants to shame everything nowadays. It's so easy to do virtue signaling by bashing, instead of creating.

happytoexplain• 2 years ago

You can imagine the pitch: “All of human creation compressed into one impossibly sleek tablet.” But the end result feels more like: “All of human creation sacrificed for a lifeless gadget.”

Holy shit! No, I didn't feel that. It felt like it was trying to say the first thing.

I am a huge proponent of humans over technology. I fall on that side of essentially every topic. But this is just a cute/stupid ad for a tablet. The reaction to this appears to be negativity for the sake of negativity.

gmuslera• 2 years ago

OpenAI (or some other AI company) could run a similar ad regarding web sites, specially the knowledge based ones. Why to visit a gigantic amount of websites filled with ads, fake news, clickbaits, rants and more if I can ask ChatGPT about specifically the topic that I want to know about?

Maybe is not right there now, but eventually we might finally build some version of "The Internet" box from IT Crowd.

ohnoitsahuman• 2 years ago

It bugged me seeing all those nice things being destroyed.

There's been times in my life when any of those objects would have been nice to use.

O1111OOO3• 2 years ago

It bugged me seeing all those nice things being destroyed.

That was my reaction too. The destruction. Also bothered by how sloppy/messy it all was. It reminded me of those horror films/TV where an atrocity is being committed and they play a cutesy song.

I felt sad at the end. I wouldn't have traded all those things (life, real memories) for a single computing thingy (where we do not engage life but watch others).

pockybum522• 2 years ago

Were any of those objects real?

tennisflyi• 2 years ago

This dust up is wild, IMO

Brian_K_White• 2 years ago

Whether you have the same reaction or not, I think it's interesting how badly Apple mis-judged what the reaction would be.

nunez• 2 years ago

I'll be the contrarian here; I actually liked the ad! It got the point across and it was hella creative. All of the crushed items probably got recycled also.

from-nibly2• 2 years ago

Was this not cgi?

from-nibly2• 2 years ago

This article is off the rails. It's trying so hard to make this random ad controversial. I'm pretty petty and bitter but this article makes me cringe.

frou_dh• 2 years ago

I think it is a distasteful ad, but getting vocally "offended" about it is rather melodramatic.

enqk• 2 years ago

I was disgusted by the ad. Made me feel it got scripted by a machine, due to how it just is a display of domination of machine over man, and of disrespect for creators from around the world

breadwinner• 2 years ago

The same idea, executed better by Blackberry: https://www.youtube.com/watch?v=8iQ9oepKScE

Apple's New iPad Ad, "Crush": Who Thought This Was a Good Idea?

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