Apple recently released an advertisement for its new iPad Pro that sparked outrage among many viewers. The minute-long spot, titled “Crush,” focused on highlighting the thinness of the device by showing a variety of media tools being crushed into a thin film. Despite the intention behind the ad, it received significant backlash, leading Apple to issue an apology and scrap plans to air it on television.
The advertisement, which featured cameras, a piano, and paint cans being squashed by a descending metal plate, drew comparisons to popular videos of hydraulic presses crushing objects on platforms like TikTok. The imagery of valuable instruments and art supplies being destroyed was seen as disrespectful to artists and creatives. Some critics even interpreted the ad as evidence of Apple’s desire to homogenize and commodify the creative process.
Upon its release, the ad was immediately subjected to widespread criticism and mockery on social media. Former Greek finance minister Yanis Varoufakis took to Twitter to condemn Apple CEO Tim Cook’s decision to promote the new iPad Pro in such a manner. The controversy surrounding the advertisement highlighted a disconnect between Apple’s marketing tactics and the values of its consumers.
In response to the backlash, Apple issued a statement apologizing for missing the mark with the ad. Apple’s VP of marketing communications, Tor Myhren, emphasized the company’s commitment to empowering creatives and celebrating self-expression. The decision to pull the ad from television broadcast reflects Apple’s acknowledgement of its misstep in conveying its message effectively.
Apple has a history of creating iconic and memorable advertisements, such as the famous “1984” ad directed by Ridley Scott. However, the controversial “Crush” ad will likely be remembered for the wrong reasons. While the intention may have been to showcase the thin design of the iPad Pro, the execution led to a public relations crisis for the tech giant.
Despite Apple’s efforts to connect with consumers and promote its products, the misfire with the “Crush” ad serves as a reminder of the importance of understanding and respecting the values of your audience. Creativity and innovation are core principles at Apple, but in this instance, the company faltered in communicating its message effectively. Moving forward, Apple will need to reassess its marketing strategies to ensure that its brand image aligns with the expectations of its customers.
Leave a Reply