“The thinnest product we’ve ever created, and the most advanced display we’ve ever produced” are these words with which Apple CEO Tim Cook refers to the new iPad Pro To promote this new generation of technological device, the North American company produced an American company video It went viral, but for the worst reasons.
How could an advertisement for the new iPad Pro turn into a controversy that requires an apology? At stake is the content and message conveyed. In the one-minute video titled “Crush”, it is possible to see various musical instruments, art objects, video game machines and other symbols of creativity being completely “crushed” and “destroyed” by a giant hydraulic press.
At the end of the video, the new iPad Pro model is revealed, and according to Apple, the destruction of all those elements symbolizes the device’s ability to combine a comprehensive set of tools and artistic icons.
What initially started as a “harmless” campaign to “celebrate creativity” ended up being a wave of outrage. Many critics, including British actor Hugh Grant, see the campaign as symbolizing “the destruction of human creativity and cultural achievement” through technology.
In the midst of this controversy, Apple was forced to issue an apology. Speaking to Ad Age, Apple’s vice president of marketing communications admitted that the ad campaign “missed the mark” and would not air on television.
“Creativity is part of our DNA at Apple, and it’s incredibly important to us that we design products that empower creators around the world. Our goal is to always celebrate the endless ways to express themselves and bring their ideas to life through iPad,” added Vice President Tur. Mirren: “We missed the mark with this video and we are sorry.”
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