Apple’s latest advertising campaign for its thinnest-ever iPad has turned into a massive headache for the company, with over 15,000 comments pouring in on social media, many of them criticizing the tech giant for its tone-deaf approach. The 68-second “Crush!” ad, which debuted on Tuesday, features a hydraulic press crushing various objects such as musical instruments, books, and cans of paint, seemingly designed to demonstrate the iPad’s incredible power and capability.
However, the ad has been met with widespread backlash, with many viewers taking to social media to express their dissatisfaction. “You destroyed all the creative tools and effort of humans. Worst. Commercial. Ever,” wrote one commenter on Apple CEO Tim Cook’s Twitter post, while another said that the ad “effectively convinced me I need less technology in my life.” British actor Hugh Grant also weighed in, describing the ad as “the destruction of the human experience. Courtesy of Silicon Valley,” in what appears to be a dig at the tech industry’s fondness for generative AI tools that replace human creativity.
The ad’s tone has been widely criticized, with many seeing it as insensitive, tone-deaf, and even destructive. The hydraulic press, which is meant to demonstrate the iPad’s power, is instead seen as a symbol of the crushing of creativity and human effort. The ad has been accused of promoting the idea that technology is a replacement for human creativity, rather than a tool to enhance it.
Apple’s response to the backlash has been swift and apologetic. Speaking to Ad Age, Tor Myhren, Apple’s vice president of marketing communications, acknowledged that the company had “missed the mark” with the ad and apologized for any offense it may have caused. The company has also confirmed that it will not be running the ad on TV, though it remains on its YouTube channel, where it has racked up over a million views.
Apple’s Thinnest-Ever iPad Ad Sparks Social Media Backlash
The controversy surrounding the ad is unprecedented for Apple, which is known for its sleek and sophisticated marketing campaigns. The company’s ads are often praised for their beauty, simplicity, and emotional resonance, but this latest ad has fallen flat with many viewers. Apple will be keen to quickly put this gaffe behind it and refocus attention on its products and brand.
The controversy also raises questions about the role of technology in our lives and the value we place on human creativity and effort. The ad’s message, which is meant to celebrate the iPad’s capabilities, has been misinterpreted as a celebration of the destruction of human creativity. As Hugh Grant pointed out, the ad can be seen as a symbol of the “destruction of the human experience. Courtesy of Silicon Valley,” and a warning about the dangers of relying too heavily on technology.
Apple’s thinnest-ever iPad ad has sparked a major backlash on social media, with many viewers criticizing its tone, message, and approach. The ad’s failure to resonate with audiences and its widespread criticism are a rare misstep for Apple, which is usually known for its innovative and effective marketing campaigns. The controversy also highlights the importance of considering the impact of our actions and the value we place on human creativity and effort.
