Critics Blast Apple’s New iPad “Crush” Ad [VIDEO]

May 9, 2024 Advertising, Business

Bloomberg News reports:

Surely someone in that Cupertino spaceship in California could comprehend the grim imagery of its new iPad ad — titled simply “Crush!”— in which a giant crushing machine slowly squeezes a pile of beloved creative tools. First, a trumpet, buckling. Then paint splattering everywhere.

A bust, squashed. An upright piano, crushed, strings and hammers flying out with a horrific crunch. Camera lenses shattering.

The ad’s intended message was to suggest that all these wonderful tools could now be faithfully re-created using one of the new iPads announced Tuesday. But many saw something different, and backlash is picking up steam.

Variety reports:

“Just imagine all the things it’ll be used to create,” Apple CEO Tim Cook posted on X about the new iPad Pro along with the ad. But the ad has been interpreted more as a visual depiction of the tech industry’s devastation of cultural industries.

“The destruction of the human experience. Courtesy of Silicon Valley,” actor Hugh Grant commented on X. Filmmaker and actor Justine Bateman, who has served as an adviser to SAG-AFTRA on AI issues, had a similar incredulous reaction: “Truly, what is wrong with you?” she said in quoting Cook’s post.

“If you thought THIS IPad ad was weird, you should have seen the first cut where they lined up all your favorite characters and shot them,” actor, writer and producer Luke Barnett commented on X.

The music is Sonny & Cher’s 1971 hit, All I Ever Need Is You, which peaked on Billboard’s singles chart at #7.



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