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Does this Apple Ad for iPad Make you Angry?
I don’t think I’ve ever seen an advertisement that makes me angry and want to launch into a profane tirade against the responsible party. But this Apple ad does. Wow.
TLDR: a huge hydraulic press crushes all sorts of cool stuff that this world will never again create.
They say that getting attention is the #1 requirement of persuasion. Definitely the case here, and it makes me want to tell Apple to go **** itself*. The music adds a whole 'nother level of offensiveness.
An ad that speaks perfectly to the chaos and loss of meaning of our times, in the most depressing way possible: the intentional and methodical wanton destruction of cherished things. A metaphor for the societal destruction and collapse which every day seems worse.
I don’t think “want iPad” here, it’s not even in my head at the end. Instead, I think get me the hell away from these people and whatever vile message they are selling. I don’t want their slime and stink anywhere near me.
Apple has always sold creation and creativity. This ad is about destruction. It’s not off-message, it’s anti-message, anti-life. OMG.
Firing offense IMO—reading the room that badly is bad enough, but messaging that we need to erase good things for some electronic piece of crap that will be in a landfill in a few years... that is seriously messed up. It’s just one more confirmation of Apple running on inertia. It has been without vision since Steve Jobs.
UPDATE: the best Apple can do is to to apologize for “missing the mark”. You “miss the mark” when aiming for something. Are they saying the ad is deficient in not being more destructive and more hateful and more nihilistic? Any corporate board not consisting of ass-lickers should fire Tim Cook’s sorry ass ASAP. The ad is darkly morbid, “soul crushing” as people are saying.
Apple Sees Growing Backlash Against Ad Depicting Crushed Creative Tools
...Apple’s new iPad Pro ad is a rare fail from a normally flawless advertiser,” Peter Intermaggio, a former marketing and advertising executive for companies including Comcast, wrote on LinkedIn. For a brand that “elevates creators, this is an ad that celebrates destruction. It is heavy handed and nihilistic.” ...
...“The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant posted on X.
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