An old guitarr being played and recorded, the microphone is connected to a bright white cable going off screen.
An old camera lens mounted on a new camera body taking pictures of different subjects, a bright white cable is connected to the camera and goes off screen.
A few old tubes of paint are squeezed out onto a class painter's palette, a bright white cable goes from the palette off screen.
An old arcade cabinett being played and enjoyed, the camera zooms out through the arcade and a bright white cable from the cabinett goes offscreen.
An old typewriter being typed on, with a bright white cable going from it offscreen.
An old cash register in an old general store, bright white cable goes from the register off screen.
An old film projector playing in an old cinema, bright white cable goes from the projector off screen.
A DJ playing an analog turntable, bright white cable goes from the turntable off screen.
A nurse in a retirenment home reads a binder of medical data, bright white cable from the binder goes off screen
It keeps going like that, and at the end you see all the white cables connected to a hydraulic press that starts opening, revealing the iPad Pro, showing scenes from every clip we saw before.
Hey Apple, Great ad. It perfectly encapsulates what an iPad is...a shit product juiced from the tears of real creativity - A soul crushing, art destroying block of useless shit forged from real tools.
Tbf, I don't think you looked at this with much depth. No decisions in the corporate world, at this scale, are done fast and in a vacuum.
This is plenty valid to be upset at - especially when contrasted with all of the current stories about platforms removing access to "owned" digital media.
They want to crush, destroy, eliminate all of your physical media and creative outlets, shift you to fully digital, and then hold the kill switch hostage behind an always shifting subscription.
I get that this ad implies the (new) iPad can replace all the other stuff that got crushed, I just don't get how this can be so upsetting to people: it's an ad for a product. Don't like it, don't buy it. Apple is hardly going to destroy the market for all the stuff that got crushed.
I can disagree with something and still not be offended or upset by it. As I said, sometimes I feel like some people want to be offended/upset.
Idk. I guess I'm not offended, the ad just made me sad haha. I definitely understand that some creative professionals would be offended by the implication that a goddamn iPad could somehow replace a trumpet or a piano or literally any of those things shown in the ad. It's definitely lacking taste.
This is plenty valid to be upset at - especially when contrasted with all of the current stories about platforms removing access to "owned" digital media.
They want to crush, destroy, eliminate all of your physical media and creative outlets, shift you to fully digital, and then hold the kill switch hostage behind an always shifting subscription.
This ad is literally the perfect opposite of their famous Think different ad:
We have an actual gigantic, unfeeling machine, literally crushing an effigy of the sum total of human creativity, only to proudly declare that everyone now needs to do all those things in the same, apple-approved way.
And the real irony is that's the actual message they're trying to get across.
I'm really close to getting a new iPad but this ad actually made me want it a lot less. It made me consider whether I actually need another piece of tech in my life. Thanks Apple for saving me a thousand bucks haha
An advert by Apple for its new iPad tablet showing musical instruments, artistic tools, and games being crushed by a giant hydraulic press has been attacked for cultural insensitivity in an online backlash.
Advertising industry executives argued the ad represented a mis-step for the Silicon Valley giant, which under late co-founder Steve Jobs was lauded for its ability to capture consumer attention through past campaigns.
Christopher Slevin, creative director for marketing agency Inkling Culture, compared the iPad ad unfavorably to a famous Apple campaign directed by Ridley Scott called “1984” for the original Macintosh computer, which positioned Apple as liberating a dystopian, monochrome world.
Actor Hugh Grant accused Apple of “the destruction of the human experience courtesy of Silicon Valley” on X.
However, Richard Exon, founder of marketing agency Joint, said: “A more important question is: does the ad do its job?
Nataly Kelly, chief marketing officer at Zappi, said: “Is the Apple iPad ad a work of genius or the sign of the dystopian times?
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