One of the world’s leading technology companies has come under fire for “tone-deaf” advertising. The ad depicts a huge hydraulic press crushing a variety of items, from books and pianos to art and paint.
To the tune of Sonny & Cher’s song “All I Ever Need is You,” the crushed items wipe out everything else before rising back up to reveal the iPad Pro. This suggests that anything you can do with crushed items can also be done with the new iPad. Then a female voice says, “The most powerful iPad ever is also the thinnest.”
Advertisement named crushwas published on Apple CEO Tim Cook’s X page and has been viewed 45 million times, garnering 12,000 comments and 25,000 likes at the time of writing. But instead of being praised for its clever and creative ads, the ad has come under fire, as is often the case with big tech companies.
The dystopian ad was branded “tone-deaf”, “soul-crushing” and “amazing” by X members. The wanton destruction of humanity’s most famous creation did not seem to be a good thing for many people.
British actor Hugh Grant also condemned the ad, saying on social media: “Destruction of the human experience. Courtesy of Silicon Valley.”
@usaotoday said, “I can’t relate to this video at all. It shows a lack of respect for creative equipment and mocks the creators,” while @Carnage4Life added: Advertisements that show beautiful tools for human creativity being replaced by the latest, flimsiest gadgets feel like a stark contrast to Apple. This is what you would expect from an AI company, not Apple. ”
“I agree. There’s another way to show these instruments and creative tools transforming into ultra-thin devices,” said @itsjoeturner, while @OakSyder added, “I don’t want leftover breakfast.” Ta.
@sainimatic, referring to the late Apple co-founder Steve Jobs, who passed away in 2011, said, “Jobs would never have approved this. This conveys a disdain for tools and art. Intent. There’s no need to doubt that it’s not on point, but it’s in bad taste.” .
@abhinayx summed it up this way: “It was definitely a surprise. Sometimes we fail. It shows the team has the freedom to take risks. At any other company, this would probably have been called off in a committee meeting. Sho.”