Whose genius idea was this? In what can only be described as a squishy situation, Apple finds itself in hot water after a comically catastrophic advert backfired like a misfired pie in the face. The tech giant's attempt to showcase its latest iPad by squashing innocent objects with a hydraulic press has left celebrities and consumers alike shaking their heads in disbelief and disappointment.
The ad, intended to demonstrate the sleekness and creative potential of the new iPad, instead sparked outrage and bewilderment as viewers watched helplessly as musical instruments, books, and other objects met their untimely demise. Among many others, Hugh Grant and Justine Bateman, reacted with horror, likening the destruction to "the destruction of the human experience, courtesy of Silicon Valley" and "crushing the arts," respectively.
Apple's VP of marketing communications, Tor Myhren has admitted that the advert missed the mark and failed to celebrate creativity as intended. But the damage was done, with many questioning Tim Cook's judgment and accusing Apple of being tone-deaf in its promotional efforts.
Adding insult to injury, critics pointed out the irony of a tech company supposedly championing creativity while showcasing the destruction of creative and artistic tools. The ad's attempt to highlight the iPad's capabilities fell flat, with many interpreting it as a symbol of tech's stifling influence on artistic expression.
Quickly, the outrage goes global. The backlash has extended beyond Western borders, with Japanese audiences particularly incensed by what they perceived as a lack of respect for tools and instruments - a sentiment rooted in Japanese folklore and cultural reverence.
To make matters worse, the ad drew unfavorable comparisons to one of Apple's most iconic commercials from 1984, further cementing the company's misstep in the archives of advertising history. For some, it is all bad for humanity, and for others, it is a stark reminder of how far Apple had strayed from its revolutionary roots.
In the end, Apple's hydraulic press fiasco serves as a cautionary tale for marketers everywhere: Sometimes, the best intentions can lead to the worst outcomes. As for the crushed objects, one can only hope they find solace in their newfound fame as unwitting stars of Apple's latest blunder.
IMAG: Apple's iconic commercial of 1984
