Apple's Crushing Ad: Why it Missed the Mark
Apple is known for its creative and polished advertisements, but their latest iPad Pro ad has sparked controversy. The ad features a tower of creative tools, like musical instruments and art supplies, being crushed into a new iPad Pro. This imagery has left many viewers, myself included, with a negative gut feeling. Let's delve deeper into why this ad fell flat.
Beyond the Destruction:
It's not simply the act of destruction that bothers us. There are countless online channels dedicated to crushing, exploding, and generally demolishing things. We also witness similar scenes daily at recycling centers. So, the issue isn't the destruction itself.
Not About Price:
The value of the individual items isn't the core concern either. Sure, a piano can be expensive, but we see them destroyed in movies without batting an eye. While I personally appreciate pianos, a few unused grand pianos aren't the heart of the problem. Most of the items displayed could be found cheaply on Craigslist or even for free at a dump (with the exception of a professional editing setup).
The Message Behind the Crushing
The true problem lies in the message Apple is trying to convey. While the ad itself is well-produced and visually impressive, the underlying message is what troubles viewers.
Here's what the ad seems to be saying:
The iPad Pro replaces everything: The crushing imagery suggests you don't need traditional creative tools anymore. Everything you need for creation can be done on the iPad Pro.
Physical creativity is outdated: By destroying physical tools, the ad implies that physical creativity is a thing of the past.
Analog experiences are unnecessary: The crushed items represent the analog world, which the ad suggests is unnecessary with the digital power of the iPad Pro.
Why this Message is Wrong
Many argue against these ideas. Here's why:
Digital and physical tools can co-exist: The iPad Pro is undoubtedly a powerful tool for creators, but it doesn't have to replace everything. Traditional instruments and art supplies offer unique experiences and shouldn't be discarded.
Physical creativity has value: There's something special about holding a paintbrush in your hand or feeling the keys of a piano beneath your fingers. These physical interactions can unlock creative potential in ways digital tools may not.
The analog world offers inspiration: The world around us provides endless inspiration for creativity. The ad seems to suggest we should ditch this analog world in favor of the digital realm, which isn't true.
A Missed Opportunity:
Apple's ad could have taken a different approach. They could have showcased how the iPad Pro enhances creativity by working alongside traditional tools, not replacing them. The ad could have demonstrated how the iPad can capture inspiration from the physical world and translate it into digital creations.
This approach would have resonated better with viewers, highlighting the iPad Pro's strengths without diminishing the value of traditional creativity and the analog world.
In conclusion,
Apple's latest ad missed the mark because its message focused on destruction and replacement rather than collaboration and enhancement. Hopefully, future ads will showcase the iPad Pro's true potential – as a tool that empowers creators in both the digital and analog worlds.
