Apple’s new iPad Pro ad features a giant hydraulic press crushing various items such as musical instruments, cameras, and books, only to reveal an iPad underneath. The ad is set to the song “All I Ever Need Is You” by Sonny & Cher and highlights the thin design and powerful capabilities of the new iPad Pro. The ad, shared by Apple CEO Tim Cook on social media, drew criticism from some users who found the destruction of creative tools disturbing.
The ad begins with the ticking of a mechanical metronome, followed by a record player, and then cuts to the hydraulic press crushing various items. The destruction of items like a trumpet, cameras, and guitars leads to the reveal of the iPad Pro, touted as the thinnest and most powerful iPad ever created. The ad aims to showcase the advanced display and processing power of the new M4 chip in the iPad Pro.
Despite the high production quality and unique concept of the ad, many social media users expressed discomfort with the destruction of creative tools like musical instruments and cameras. English actor Hugh Grant referred to the ad as “the destruction of the human experience,” while others suggested that the ad would have been more effective if shown in reverse, with objects expanding out of the iPad instead of being crushed by it. The ad sparked a debate on social media about the portrayal of creativity and technology in advertising.
Apple’s VP of marketing communications, Tor Myhren, issued an apology for the ad in a statement to AdAge, emphasizing that creativity is at the core of Apple’s brand. Myhren acknowledged the negative reactions to the ad and expressed regret for any offense caused by the portrayal of the destruction of creative tools. The statement sought to clarify Apple’s commitment to creativity and innovation in its products and marketing campaigns.
In conclusion, Apple’s new iPad Pro ad generated mixed reactions from viewers, with some praising its creativity and others criticizing its depiction of the destruction of creative tools. The ad aimed to showcase the thin design and powerful capabilities of the new iPad Pro, but the destruction of items like musical instruments sparked controversy on social media. Apple’s apology for the ad highlighted the company’s commitment to creativity and innovation, while also acknowledging the need to consider the impact of advertising on its audience.
