Apple apologizes for iPad “Crush” ad that “missed the mark”
Apple apologizes for iPad “Crush” ad that “missed the mark”
“We missed the mark with this video, and we’re sorry.”
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Maybe it’s because I hate ads in general, but I don’t see what makes this one different than the other vapid ads forced on me. Seems no worse than them, so I don’t understand the uproar. Ads are frequently stupid and follow popular trends; big deal. You could have Scorsese direct a commercial and I’d still think it’s stupid.
Some of us don't like watching beloved musical instruments destroyed. We also don't like how so many people think watching TikTok on an iPad is "music".
When my father died, my sister didn't give a shit about the house. She just wanted the guitar - which our father (a drummer) inherited when the lead guitarist in his band died. The guitarist had two dozen guitars but was his favourite.
It's close to a century old, nobody knows what trade secrets the luthier who created it used to get that sound, and no other instrument sounds the same. It's been used on stage in countless live performances on every continent in the world and has been used to record over a hundred songs in professional recording studios. It was used to play music at the funeral of both the previous owners and it's literally impossible to replace.
I get it, not every instrument is that special... but this instrument wasn't that special either when the first guitarist ever picked it up. Nearly all instruments have the potential to become that special... and Apple created a video dedicated to destroying a bunch of them while also implying that listening to an MP3 is as good as an actual instrument. No way.
They didn’t actually destroy them… it’s all CGI. And people are free to enjoy music how they feel. I’d rather listen to a streamed song from my phone while sitting on the train than sitting there playing my guitar… imagine 50 people in a train carriage all trying to play their own music.
Imagine missing the point as much as Apple did.
Why do you say it's CGI?
Because the way things crushed was a bit strange. No way the metal paint cans crushed before the wooden piano top. The bouncing emoji is also nothing that can be planned that perfectly.
I'm sure they had cuts, multiple takes, and staged things to get it to work. Maybe added in a bit of CGI. This just seems like one of those things though where CGI isn't worth the cost when you can just film it. Also, they apologized. Why would they do that if it's all CGI?
This would be impossible to do in camera and would look horrid even if it weren't. That's why they'd do it in CGI.
Because I watched it and it’s very clearly CGI. Paint cans are an order of magnitude stronger than a wooden piano top, not to mention they wouldn’t all explode at the same time. The emoji ball didn’t just land at the edge. No one has a 10mx5m hydraulic press.
it’s all CGI
Crushing the industry I work in, and my dad worked in, is CGI? I'm pretty sure that's very real.
I love listening to digital music on as much as anyone. More than most people. But it will never replace physical instruments for me and I don't like to see a company celebrating that transition - even if I admit it's very much real.
I think the world was a better place when all 50 people on a train carriage listened to the one musician who brought a guitar onto the train and called out asking them to sing a favourite song next.
Do you think they crushed a real emoji for the ad too?
But it will never replace physical instruments for me
FOR YOU (and for what it's worth for me as well). Meanwhile many more people will be introduced to music creation than they otherwise would have due to there being many more ways to do it now. Stop being a gatekeeper.
Do you really think paint cans are going to crush before a piano top? Absolutely no way. And to all burst at the same time?
Then there’s the guitar strings when they snap is way too unnatural. And the bouncing emoji ball just happens to escape and land perfectly at the edge.
Not to mention, no one has a 10m x 5m hydraulic press.
How do you get through life being so sensitive?
Or AAC/ALAC, in Apple’s case.
Yeah television sure can be traumatic, can’t it?
You need help
There is a difference when you show things getting crushed „for science“ and showing basically a whole room of tools for creativity being crushed to replace it with a cold, flat digital device. Especially now that AI is threatening to replace many creative jobs, this is just bad timing. Ads are also statements.
I hope it was all CGI because my first thought was, what a waste of beautiful, fully intact things. I personally don’t like seeing those videos on Youtube either.
You hate ads but the article got you to watch this one. 4D chess!
How about Ridley Scott? :)