Apple makes rare apology for their new "Crush" ad after backlash
- Thread starter Wrexis
- Start date
Hey I wouldn't enjoy seeing a giant trumpet destroying a bunch of computers either. OK maybe if they were ZX Spectrums I would.
We have some real context comprehension issues in this thread. I brought up the racist PSP ad because people were insisting that the Apple ad should be judged on Apple's intent and not how the actual content of the ad could be interpreted. I wanted the user's response to the PSP ad to see if they felt the same way about it.
The ads are obviously different, I was critiquing their argument by applying it to another example.
This is s good example of one of the odd visual choices they went with in the ad. Compared to the images of a real factory, the set design in the ad looks like the lair of a supervillain.Here's Tyson. Don't stand under Tyson.
I said D...
There are a number of unintentional little things going on in the ad that combined reinforce that cold sterile feeling.
So the press itself doesn't look like it is part of a manufacturing process, just sort of a lonely machine that does the crushing for amusement.
I myself saw genuine backlash elsewhere, and it pissed off myself and other artists I know. It is not some 'fake outrage'. it's just that people on a lot of sites, including this one, not only either didn't see that in it or didn't care, but choose to actively ridicule those who did take issue with it.
edit: okay nevermind it's some schmuck's banned alt lmao
I'm not an artist, nor am I particularly anti-tech/capitalism, and while I didn't have a strong negative reaction to the ad I didn't like it. And It' s not hard to see why many did get really put off by it, it's really not that hard to get. Do some really not understand why there was a negative reaction or being deliberately obtuse?
Plus it's not very Apple like imo
Plus it's not very Apple like imo
Just about all their in-house marketing feels sanitized like that. Their presentations keep looking like some post-apocalyptic AI hallucination where a single person stands alone in a mile-wide room, speaking to a population now long extinct.
In this ad, it was the contrast between that sterile look and lingering shots of destruction that especially seemed off-putting. See how much care and polish we put into carefully destroying this artful thing? Now look closely at this other one.
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Hi I'm one of those people. I don't like this ad because (like explained many times in the thread in much better posts than I can make) its just plain insensitive to the conversation surrounding art and preserving the culture and history of art that's been happening lately. By utilizing camera pans, framing, and pleasant audio the ad romanticizes the destruction of traditional art tools, instruments, and art sculptures and compressing it down into a tablet. Traditional and digital art can and has been coexisting and the community has been great about lifting up both. The ad by Apple is seen by many as destroying one to lift up the other.
Again others have put it much better but yeah.
That faux concern is condescending as hell, just so you know. Strangely enough, I'm more worried about you. Ordering mods to lock a thread because you don't like that someone challenged you on the initial post you made. Just ignore the thread.
t h i s
just disheartening and a bit sickening that people are just outright in 'it's ridiculous of you to care more than I do about this'. It's one thing to not personally see that in it or not be bothered, it's another thing to actively reject empathy and ridicule/downplay other people's feelings and experiences and perspectives.
The ironic thing with concern trolling about artists who use computers to create (like me; hello) is that they've been considered the most disposable and hit hardest with this AI boom. They've already been fucked, largely with the blessing of the demographics who are all over this thread about how much they don't care.
But yeah, it's people who don't like the ad who are the real problem.
But yeah, it's people who don't like the ad who are the real problem.
You could pull this logic for anything, just sort of dickishly and reductively boiling down someone's perspective/feelings and honing in on one superficial aspect to mock them / portray them as silly for caring about something you don't. It also certainly wasn't damn emojis anyone was upset about so it's an odd thing to focus on as if that's what's bothering people.
Again, it's one thing to personally not care. It's another thing to ridicule others for caring.
Everyone is on the same page about what the intent of the ad is. I know dogs have the brain capacity of like a three year old but I know you can keep up better than this
If you asked me "how do we communicate that it's all these things in an iPad?", I don't think "let's lovingly show them bending, breaking, and definitively exploding into hundreds of shards in a big hydraulic press" would have been in my first thirty ideas.
The art of playing fetch with the emoji ball. I ain't throwing a thousand dollar tablet into the grass.
And are the hydraulic press videos about combining things or about destroying them?
The whole ad is like it takes pleasure in destroying those things. Somebody should change the song to something from a horror movie, I bet it will fit. There are many ways they could have gone without the "graphic" imagery and still make the point that ipad can do all those things.
But hey corporate worshipping is the new religion of our times and god forbid you say anything bad about them. Apple loves artists so much they increased the price of the ipad and you have to buy a new pen lol.
But hey corporate worshipping is the new religion of our times and god forbid you say anything bad about them. Apple loves artists so much they increased the price of the ipad and you have to buy a new pen lol.
Again, just like the person I was replying to, you're asserting and making your own assumptions on to me. My concern is genuine and there is nothing faux about it. And suggesting about closing the thread has nothing to do with me being challenged thanks. If I didn't want a discussion then I wouldn't post. What I don't appreciate is being spoken for and the things that I'm saying to be twisted, which is exactly what you're doing now. Any suggestion about closing this thread is everything to do with the toxic conversation between users and not seeing the benefit for any party.
destroying them
but in the ad they all turned into an ipad which is really thin
cuz it all got crushed into it
This emote has literally caused trouble in other parts of the world lol 🤏
It's just pinched fingers. It doesn't mean anything more than that.
It's more like people are just denying the existence of symbolism at this point.
No, it's literally "we're trash compacting all of this because you should use an iPad instead." Fuck Apple and this anti-artist and anti-"real tools that have served humanity for centuries" bullshit.
again, literally the other day there were posts that would without irony go in one sentence like 'this is a really iffy ad, i'm still getting this latest product tho'. The sheer whiplash i got reading shit lol
This is it in a nutshell.
Like, nothing exists in a vacuum. 🍃
It's a poor ad, and Apple has seriously done way better.
We literally had a thread a few days ago with people appalled by Microsoft marketing a fire themed controller with a slogan of "Feel the burn!" less than an hour of announcing multiple studio closures and people losing their jobs and nobody being upset about people being upset so I think the answer is pretty clear.
On paper the concept of the press is probably still solid with a couple of changes. Just make it look more like the items are ingredients and less like trash being disposed. Which was all in the visuals.
What if instead of a piano and arcade and art supplies being crushed...
Trophies and accessories and doggy beds and one of those Joe Cool house.
There's (cgi but realistic) Golden Retriever, Chihuahua, Labrador, and Dachshund also being compressed. There's no blood because it's tasteful but you can hear yelps under a sterotypical apple music track.
and at the end of the ad, it's revealed that it's Nintendogs. You can find it all in the game.
It's hard to read some of the posts throughout this thread and not imagine that the poster isn't deep in their feelings about the idea that someone might have gotten a negative read from this trailer. Maybe it's just disbelief. Seems pretty clear where many are getting their read from. Hell I didn't even know what the critique was when I watched and I still thought the ad had an eerie and sterile atmosphere. Big miss by whoever put this together. Pokemon did it better 20+ years ago, and that's the real crime. It's hacky.
ive learned the error of my ways
if im not offended by this ad for a tablet computer i must not care about;
-art
-artists
-video game studios being closed
-musicians
-the crafts of building a piano
-the crafts of fucking a piano
-symbolism
i am now offended by this ad
not only because i dont wanna get yelled at, but because my heart grew like the grunch in that cartoon, which is also art
and now i know that the only thing thats allowed to destroy a piano is a movie, cuz its art cancelling out art, so its like, a wash
if im not offended by this ad for a tablet computer i must not care about;
-art
-artists
-video game studios being closed
-musicians
-the crafts of building a piano
-the crafts of fucking a piano
-symbolism
i am now offended by this ad
not only because i dont wanna get yelled at, but because my heart grew like the grunch in that cartoon, which is also art
and now i know that the only thing thats allowed to destroy a piano is a movie, cuz its art cancelling out art, so its like, a wash