The "Crush" commercial at the Presentation of the iPad Air and iPad Pro
At a recent press conference dedicated to the presentation of the new iPad Air and iPad Pro models, Apple demonstrated a commercial called "Crush". This video caused a mixed reaction due to its content: in the video, various objects, including musical instruments and toys, were subjected to strong pressure from a huge press, which eventually formed an iPad Pro out of them.
Explanation from the Apple Vice President
As Apple's vice president of marketing communications, Thor Muren, later explained, the main message of the video was to demonstrate how the new iPad Pro can serve as a powerful tool for creativity and self-expression. However, the video caused ambiguous interpretations: some viewers saw it as a metaphor for how technological power suppresses human creativity.
Apple Stops Broadcasting Ads
Due to the negative reaction, Apple decided to stop further distribution of advertising. Despite the initial plans to be shown on television, the company canceled the airing of the video. Apple apologized for the situation and stressed that the company always strives to create products that inspire people to be creative and innovative. The company assured that it will continue to support ideas that stimulate creativity around the world.
In comments on the situation, Tor Muren noted that the company will take into account the experience with this advertisement in the future, and stressed that Apple always tries to find a balance between the power of its products and support for human creativity. He expressed hope that this incident would not affect the company's vision as a brand focused on creativity and inspiration, and promised that future advertising campaigns would be even more carefully thought out to avoid such misunderstandings.