That was more about being an individual than destroying anything. Japanese people love people who are unique but still use consensus to make decisions.
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iPad Pro iPad Pro “crush!” ad getting criticism in Japan
- Thread starter hektor6tygr
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Won't they remember? After Sept. 11, 2001, BenQ used a photo of the destruction as a backdrop to sell a product. They ended up apologizing for their lack of sensitivity and removed the advert.
We both agree both ads are saying “destroy these old ways of doing things.” I guess the debate here is whether you’d want to destroy nice classical analogue tools in the same way you’d want to destroy a symbolic draconian overlord.
Odd that you’d adopt that stance when I explicitly said I’m not fuming over it or anything. But apparently analyzing and critiquing media apparently DOES annoy some people here. Me laying out the reasoning for my opinion elicited an anger reaction from at least one person. Is their anger “odd” or is odd to you just anyone you disagree with?
Have a good one.
This is a disturbing ad. Incredible violence to creative things. What's next, throwing the competition under busses?
This is not like the brilliant 1984 ad, good vs evil. This is like the reverse
First of all, it's stressful. A hydraulic press slowly crushing things. Nice things. Maybe if it was a terminator with evil, glowing eyes, you might be more comfortable.
This is not like the brilliant 1984 ad, good vs evil. This is like the reverse
First of all, it's stressful. A hydraulic press slowly crushing things. Nice things. Maybe if it was a terminator with evil, glowing eyes, you might be more comfortable.
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On one hand, I like the execution and high concept.
But on the other, it DOES remind me of all the things I am leary of with tech, and the growing realization of how much damage smart phones and adjacent tech have done (aside from the good).
Because of its dystopian message, Steve would have thrown someone through a window for airing this.
But on the other, it DOES remind me of all the things I am leary of with tech, and the growing realization of how much damage smart phones and adjacent tech have done (aside from the good).
Because of its dystopian message, Steve would have thrown someone through a window for airing this.
Ideally they should crush the MAC with that hydraulic press to form an iPad Pro.
I didn't like ad either. It feels so wasteful destroy all that stuff so hoping it just GCI or something. Apple always says they are environmental friendly and this ad is like opposite of it.
I do get point of advert and got it right at beginning and I knew iPad Pro will appear at end, message is obvious but don't quite like way they did it though.
They could show all those things jump inside iPad like shrink them smaller smaller until inside iPad or something instead of crushing them.
I do get point of advert and got it right at beginning and I knew iPad Pro will appear at end, message is obvious but don't quite like way they did it though.
They could show all those things jump inside iPad like shrink them smaller smaller until inside iPad or something instead of crushing them.
Its gotten a lot more attention lately
Apple’s New iPad Pro Ad Sparks Outrage as Hugh Grant and More Slam Tech Giant: ‘The Destruction of the Human Experience’
Apple's commercial for the new iPad Pro prompted an angry backlash among Hugh Grant, Justine Bateman and others.
variety.com
Apple faces backlash for 'destructive' iPad ad featuring machine crushing books and instruments
The company's iPad Pro commercial, which debuted Tuesday, was met with criticism online.
www.nbcnews.com
Apple’s Soul-Crushing New Ad: Who Thought This Was a Good Idea?
The dystopian spot, which depicts the relentless destruction of instruments and artworks, marks a dark turn for the company and begs the question: Will 2024 be like 1984?
www.hollywoodreporter.com
Apple's 'Crush' ad is disgusting | TechCrunch
With Apple's latest ad, the problem is not the media but the message.
techcrunch.com
The new iPad ad essentially flips AI-weary creatives the bird
It's the wrong ad for the wrong consumer moment.
That's a trend now? I haven't seen that trend at all. Is it this generation's version of "will it blend?"
I think the ad is definitely tacky and in poor taste. There is a lot of appreciation for tradition and for analog things in Japan so it's understandable plenty of Japanese people on twitter are still unhappy about this ad.
Technology, especially big tech is becoming more insufferable day by day, and makes me want less of it in my life not more...
Technology, especially big tech is becoming more insufferable day by day, and makes me want less of it in my life not more...
Excellent point, the Japanese people are not controlled by retail that likes to abandon physical media, exotic Hi-Fi setups, and all kinds of video/music formats that they collect such as records/CD's. This commercial showing various analog devices being destroyed and replaced by a iPad is counter to their technology enjoyment. Apple may think they are doing away with turntables, cameras and replacing it with a iPad Pro sends the wrong message. They would have done a lot better showing some kind of merging of many forms of entertainment technology into the new iPad Pro.
The SABUKARU Guide to Tokyo Record Stores — sabukaru
Japans’ vinyl records are highly valued all over the globe. The affordable price of records and the number of record stores make Tokyo a paradise for collectors and vinyl enthusiasts.
sabukaru.online
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I cringed seeing stuff getting crushed but liked the visuals at the same time. Probably not a great decision though going for this hydraulic press concept. Would have opted for something a bit less realistic.
There were angry birds and emojis and stuff in there so I assumed it was about putting a plethora of things into a very small package ie the iPad. Not about the destruction of instruments themselves.
Though it seemingly wasn't CGI so yeah it's weird to see all this needless destruction in a practical sense, while at the same time opting to stop with the stickers.
Though it seemingly wasn't CGI so yeah it's weird to see all this needless destruction in a practical sense, while at the same time opting to stop with the stickers.
I think it's CGI, but one of the problems I have with this advertisement is that it's too realistic.
Let's say I make a video, and I have a very realistic young boy hit a very realistic old man with a hammer and blood comes out everywhere. Is that funny? No, because people know that hitting a person in the head with a hammer will cause the skull to break, releasing blood. Now let's say the hammer causes the old man to be folded up like an accordion. Will that be funny? Sure. Everyone knows hammers can't make people folded up like accordions, and therefore the unexpected triggers a humorous response in most people.
That's the problem with this video, it doesn't cross over, unless you pay really close attention, to unrealism. It looks like things are being destroyed realistically with a press, and an iPad magically appears as a result (which itself isn't that humorous).
It's done the purpose of what adverts are supposed to. You are discussing it, whether you like it or not. It's got noticed.
So from Apple's point of view, it's worked
So from Apple's point of view, it's worked
True, but does Apple want this type of attention? Apple usually doesn't do noise advertisements.
A lot of money and thought goes into their adverts; they know precisely the reaction they will elicit. The advert would also have been tested for reactions before being published. I am thinking of buying the new iPad, but the adverts make no difference, in my opinion. I just think it is clever marketing, which you expect from Apple. 👍
I doubt they would be tested across all potential cultures though. This seems to be a problem mostly in Asia, an Apple is a US Centric company.
The new ad is an ode to technofascism
All must be crushed by the grey slab
The screen has won. Resistance is futile
You shall be assimilated
Is it the intention? No. But that’s the story resonating with the audience. That’s what matters
All must be crushed by the grey slab
The screen has won. Resistance is futile
You shall be assimilated
Is it the intention? No. But that’s the story resonating with the audience. That’s what matters
Seems to have really upset the creative industry including big names in Hollywood.
variety.com
Apple’s New iPad Pro Ad Sparks Outrage as Hugh Grant and More Slam Tech Giant: ‘The Destruction of the Human Experience’
Apple's commercial for the new iPad Pro prompted an angry backlash among Hugh Grant, Justine Bateman and others.
variety.com
The US twitter storm is hilarious. Put it this way to fit how they talk on that platform:Seems to have really upset the creative industry including big names in Hollywood.
Apple’s New iPad Pro Ad Sparks Outrage as Hugh Grant and More Slam Tech Giant: ‘The Destruction of the Human Experience’
Apple's commercial for the new iPad Pro prompted an angry backlash among Hugh Grant, Justine Bateman and others.
"Old rich white people upset that the younger generation get access to creative tools for a lower cost - blames Apple".
Not really a question of being offended. But given the context of a lot of creative people's concerns about the impact of AI on human creativity, the image of crushing all of the tools used for that creativity into an iPad is a bit concerning. It used to be iPads and other computers were designed to enhance human creativity - record your guitar onto your iPad and look at what you can do with it! The idea of replacing the guitar with your iPad is a bit unsettling.