Apple’s new ad for its iPad Pro has caused controversy as it features a hydraulic press crushing various creative tools before revealing the new device. The ad starts off showing a variety of creative items on a metal slab in a warehouse-like setting, including a record player, paint cans, a piano, and an arcade video game, among others. As the press descends, these items are crushed in a dramatic fashion, only to be replaced by the shiny new iPad Pro. The ad is set to Sonny & Cher’s “All I Ever Need Is You,” with Cher crooning the final notes at the end.
The video has sparked backlash from viewers who feel that it lacks respect for creative equipment and the creators behind them. Some have expressed sadness over the destruction of the items and feel that the ad glorifies technology over real experiences. Critics suggest that the ad could have been more effective in capturing the essence of the items and experiences it crushes rather than focusing on their destruction. Some viewers feel that the ad would have been more impactful in reverse, showing the items being recreated from the iPad Pro instead.
This ad is not the first to miss the mark, with examples such as the Peloton holiday ad and the Kendall Jenner Pepsi ad also facing criticism. However, the backlash to the iPad Pro ad highlights a growing wariness among consumers towards technology. With concerns about AI replacing jobs and the negative impacts of prolonged social media usage, many people are becoming more skeptical of technological advancements. The ad’s message that technology is replacing traditional sources of joy may be contributing to these fears and could be a reason for the strong negative reaction it has received.
Despite Apple’s attempt to capitalize on the trend of hydraulic press videos, where items are crushed in mesmerizing ways, the ad has failed to resonate with many viewers. The juxtaposition of destruction and creation may not have landed as intended, leading to a polarizing response from the audience. The ad’s focus on the iPad Pro as the ultimate creative tool may have missed the mark for some viewers who see it as disrespectful to the traditional means of creativity showcased in the video. Ultimately, the ad’s message about the power of the iPad Pro may have been lost in the controversy surrounding its execution.
In response to the backlash, Apple has not commented on the criticism of the ad. The debate over the ad’s impact continues as viewers weigh in on social media platforms. The ad’s failure to connect with its audience highlights the challenges companies face in trying to create viral marketing campaigns that resonate with consumers. As technology continues to evolve and change the way we interact with the world, it becomes increasingly important for companies to strike the right balance between innovation and respect for tradition.