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Tim, Just Crush Me
If you’re going to make ads that are depressing, you should go even harder.
Lit like a Saw film, the spot, titled “Crush!,” opens in an industrial basement where a mountain of cultural objects are placed on the business end of a huge hydraulic press: a television, an arcade cabinet, a trumpet, a turntable, art supplies, an inexplicable Angry Birds bust, and so on. What the ad tries to communicate in terms of a product pitch is obvious: Here are all the analog objects you don’t need anymore because their functions are squeezed into an iPad, now thinner and sleeker than ever. The ad clearly descends from the Übermensch strain of tech-bro braggadocio that defined the halcyon days of the early 2010s, when apps like Yo were going to save the world.
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