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Why Apple’s iPad Ad Fell Flat: Company Failed to Understand It Conjured Fears of ‘Tech Kind of Destroying Humanity’
With its "Crush!" iPad Pro ad, Apple failed to understand the implications of a soulless piece of machinery destroying symbols of human creativity.
The 60-second spot shows a massive hydraulic press literally crushing an array of objects — including a record player, a piano, a guitar, an old TV set, cameras, a typewriter, books, paint cans and tubes, and a classic arcade machine — and compressing them into (voilà!) Somehow, the company failed to understand the disturbing implications of showing a soulless piece of machinery eradicating iconic symbols of creativity, says Americus Reed II, a professor of marketing at the University of Pennsylvania’s Wharton School. One of the most famous Super Bowl ads in history is Apple’s “1984” commercial, directed by Ridley Scott, that urged consumers to rebel against IBM’s conformist PC hegemony and buy a Macintosh computer.
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