Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV

[MacRumors]

When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device.

The ad was a play on the popular hydraulic press videos that are popular across social media sites, but creatives found the concept to be in poor taste. Actor Hugh Grant referred to the ad as the "destruction of the human experience," director Reed Morano told Apple to "read the room" and called it "actually psychotic," and Basecamp CTO David Heinemeier Hansson said it "symbolizes everything everyone has ever hated about digitization."

The upset over the Crush ad led Apple to issue an apology. In a statement to Ad Age, Apple marketing vice president Tor Myhren said that the video ultimately "missed the mark."

Creativity is in our DNA at Apple, and it's incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we're sorry.

Apple left the Crush video on its YouTube channel, but the ad won't be running on television.

Article Link: Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV

 

[truthsteve]

Jesus, really? it's a good ad. we ACTUALLY going to be complaining about this?

PSYCHOTIC? REALLY? lol ridiculous.

 

[FSMBP]

That's honestly sad to hear. I feel crushed.

 

[Pegoto]

This is so stupid.

 

[mashinhead]

I can not put into words how much I detest Tim Cook and his existence. Personal opinon I know, but he has done so much that I would consider un-Apple.

 

[sunapple]

I liked it and cringed at the same time. I get the idea but Apple should know how sensitive people are these days

 

[joeberger]

Why apologize? What's happening to our world? It seems like nowadays, someone can get offended by just about anything, even a simple commercial.

 

[PurringPigeon]

I thought this ad was great - I get the intent, all this creativity is embedded in this new slim device allowing you to do any creative thing you want. Anything you want to create, this iPad will be ready to handle it.

People are getting outraged over nothing these days.

 

[CalMin]

I wonder why folks are being so sensitive about this? I got it, I play instruments, I wasn't offended.

 

[rpe33]

The things people complain about in this day in age, it's ludicrous.

 

[SpringKid]

”creatives found the concept to be in poor taste”

Oh no! 😂

 

[Bauer24]

Probably a good call. They can do better.

 

[a m u n]

People are so sensitive. They should take a short walk and breathe some fresh air. 😵

There is nothing wrong with this ad.

 

[Brady9991]

Its just a metaphor, ya'll sensitive

 

[TMRJIJ]

That Piano death traumatized me...

 

[glenncashuric]

I actually thought Hugh Grant cashing a paycheck to play an Oompa-Loompa (knocking Michael Caine's shark bounty into second place) was the destruction of the human experience so it shows how much I know.

 

[Mjmar]

Thinking about what the response would be had this happened when Steve was CEO. Prob not the same lol

 

[spazzcat]

People need to get outside more.

 

[fontman]

When introducing the new M4 iPad Pro models, Apple showed a video of a hydraulic press crushing all manner of creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device.

The ad was a play on the popular hydraulic press videos that are popular across social media sites, but creatives found the concept to be in poor taste. Actor Hugh Grant referred to the ad as the "destruction of the human experience," director Reed Morano told Apple to "read the room" and called it "actually psychotic," and Basecamp CTO David Heinemeier Hansson said it "symbolizes everything everyone has ever hated about digitization."

The upset over the Crush ad led Apple to issue an apology. In a statement to Ad Age, Apple marketing vice president Tor Myhren said that the video ultimately "missed the mark."Apple left the Crush video on its YouTube channel, but the ad won't be running on television.

Article Link: Apple Apologizes for 'Crush' iPad Pro Ad, Won't Put It on TV

This is an absolute OnPoint ad very creative of course I grew up before the Internet and didn't fill my mind full of a bunch of garbage but this is a great ad

 

[mrr]

I cringed when I watched it, PLUS it is apparently ripped off from a 2008 LG commercial:

https://boingboing.net/2024/05/09/apple-blatantly-rips-off-2008-lg-phone-ad-in-latest-ipad-commercial.html

 

[blakespot]

I was not, personally, fond of the "crushing" ad. It hit a bit "off," for me.

What will be interesting to see is people's reaction to this second "crushing" ad, for a wholly different device in Apple's product lineup. I was shocked to see such a thing come just hours after Apple acknowledged they missed the mark with the first!

bp

 

[GreenPixel]

People get offended at the strangest things.

 

[jakey rolling]

This is an ad created specifically for the kind of tech bro who thinks that every "legacy" creative tool is now worthless and can be replaced by a computer (see: DAW sound "engineers" who have never heard an analog amplifier in their entire life).

It is brilliant to its target market of digital "creatives". It is simultaneously brutal to people who actually create.

 

[lars666]

Holy ****, this is ridiculous. If even was the critic that physical things were destroyed for this ad, but it is 3D rendering. 🤦‍♂️

 

[BrownyQ]

This ad is very similar to one of the earliest ads promoting Pokemon back in the 90s, and you could argue that one was much darker since it was cute little critters that got crushed in a bus by an actual psychotic looking driver.

People these days need to get offline and touch some grass.