Apple which crushes music, painting, music, video games, cinema and the arts in general to sell tablets: this is the disastrous image which risks sticking to the skin of the manufacturer after the diffusion of a very poorly received advertisement, broadcast during the “Imagine” keynote.
From the event dedicated to iPads this week, Apple would certainly have wanted us to remember the OLED screens of the new tablets, the large format iPad Air, the Pencil with its integrated gyroscope, or even the M4 chip. Unfortunately, the image that risks remaining is that of a company that does not hesitate to shrivel human creativity for the benefit of a soulless object.
Haro on advertising
Things are indeed rumbling on social networks and within creative communities after the broadcast of the “Crush! », in which a hydraulic press mercilessly crushes anything that even remotely resembles art. Everything goes there, from barrels of paint to a paperclip, including a hi-fi system, a television, a computer, an arcade machine, a piano, a bust sculpture…
And when the press is done with its business of destruction, what is left? A sheet of glass so powerful and versatile that it can replace anything that has been mercilessly crushed.
Tim Cook shared the video on his Twitter account, which quickly sparked a reaction and not necessarily in the way Apple would have wanted. “ The symbol of indiscriminately crushing beautiful creative tools is an interesting choice “, https://twitter.com/kiaran_ritchie/status/1787895603663384715 developer Kiaran Ritchie. “ Forty years ago, Apple released the “1984” ad as a bold statement against a dystopian future. Now you are this dystopian future. Congratulations “, https://twitter.com/YuvalKordov/status/1788217635039277250 the author Yuval Kordov.
“ Everything beautiful, charming and analog will be destroyed by a black flat screen “, https://twitter.com/oldbooksguy/status/1788136698368729168 author Jash Dholani. “ But what is wrong with you? asks actress and director Justine Bateman. Don’t throw any more away! Or another one: the actor Hugh Grant went there with his little one https://twitter.com/HackedOffHugh/status/1788183871504204257 : “ The destruction of the human experience, thanks to Silicon Valley “. Which is the exact opposite of the message that Apple wanted to send…
The spot, produced by Apple’s internal creative team, could well become the plaster that Captain Haddock can never get rid of! Actor and producer Reza Sixo Safai created an inverted version that immediately puts a smile on your face:
The manufacturer is becoming familiar with missteps: last September, a spot broadcast during the presentation of the new iPhones showed Apple trying to please Mother Nature — what was supposed to be nothing more than an amusing sketch ultimately gave way to accusations of greenwashing.
-
-
