Apple’s Soul-Crushing New Ad: Who Thought This Was a Good Idea?

🌈 Abstract

The article discusses a controversial Apple advertisement called "Crush" that depicts the destruction of various creative objects and artworks, which is meant to promote the release of a new, thin iPad. The article analyzes the ad's dystopian and ironic nature, as well as the negative public response it has received.

🙋 Q&A

[01] The Controversial "Crush" Advertisement

1. What is the main message or point of the "Crush" advertisement?

• The "Crush" advertisement depicts the destruction of various creative objects and artworks, such as books, musical instruments, and paintings, in a bleak, industrial setting.
• This is meant to promote the release of a new, thin iPad, with the implication that human creativity is being "crushed" or sacrificed for a lifeless gadget.

2. How does the "Crush" ad compare to the famous 1984 Apple advertisement?

• The 1984 Apple ad, directed by Ridley Scott, showed a female Olympian shattering the face of an Orwellian "Big Brother", suggesting that personal computing was a force of liberation.
• In contrast, the "Crush" ad inverts this message, with the destruction of creative objects implying that technology may now be a force of oppression and the eradication of human creativity.

3. How has the public responded to the "Crush" advertisement?

• The response has been almost universally negative, with many people questioning the decision to create such an ad.
• The ad has been criticized for its insensitivity and for seeming to disregard the value of human creativity in favor of promoting a new tech product.

[02] The Broader Context and Implications

1. How does the "Crush" ad relate to broader concerns about the impact of technology on society?

• The ad comes at a time of "bipartisan skepticism about tech and its destructive effects on society", as well as concerns about the rise of artificial intelligence and its potential impact on human creators.
• The ad's depiction of the destruction of creative objects is seen as reflecting these broader anxieties about the negative effects of technology.

2. How does the "Crush" ad relate to Apple's public image and reputation?

• Apple has generally been seen as the "most benevolent, or perhaps least evil, of the Big Tech behemoths", unlike companies like Google, Facebook, or Twitter.
• However, the "Crush" ad has been criticized as potentially damaging to Apple's reputation, with the depiction of cultural destruction being seen as a poor strategy for restoring the company's tarnished image.

3. How does the "Crush" ad compare to Apple's previous advertising campaigns under Steve Jobs?

• The article suggests that the "Crush" ad stands in stark contrast to the message and tone of Apple's previous campaigns, such as the 1984 ad and the "Think Different" campaign, which celebrated unconventional thinkers and the power of human creativity.
• The article questions whether figures like Picasso, Bob Dylan, or Miles Davis would have approved of the "Crush" ad's depiction of the destruction of creative works.