1:33. Why did they name a pokemon after him

Are you cussing telling me they had the BALLS to do this to real items instead of making it all CGI? Which would probably have been cheaper in the long run.

At the middle point of this video, I just closed my eyes whenever the ad played on screen. I don't want to know what kind of piano that was.

The sentiment of you can be replaced by something that is easier to work with is way too common in tech culture, i dont think apple intended the dystopian feel, but how noone who saw that advert since it was filmed never said maybe thats a bad idea in an age where we are having discussions about AI replacing art and people, is a wonder to me, it doesnt take a marketing team to see how this looks bad.

“It’s an “exquisitely beautiful product demo” but only so long as you look beyond the labouriously captured frames of instruments splintering and lenses shattering, through that to the glorious shining idea, lurking somewhere beneath it all.” I think it’s the other way around. The obvious and surface-level message of ad was “big things made small” and “all-in-one”, which is the original intent. But the thing with art, which I know Apple is aware of, is that it’s meant to be interpreted and understood in many different ways within and outside the initial context. That one guy who said that the ad “is borrowing from culture” is not wrong and Apple is known to do that a lot, catching fleeting trends and making a bigger and better version of their own. That’s sort of the Apple brand ever since Steve Jobs came back as interim CEO. Another reading piggybacks on the idea of “all-in-one” where digital tools are replacing analogue tools, which is a fair frankly apt description. One more reading is the big one, which also piggybacks on the last idea, Apple and other mega tech corporations continue to kill physical tools, physical media, physical instruments, physical products for low-quality products and services that just don’t fulfil their tasks as well tangible objects. AI is just next in line to replace what was once accessible (and free) to everyone and turning it into digital mush, taking away all the human aspects of creation and stealing from past creations.It just so happens Apple, is one of those mega corporations and they intend on leading that “AI revolution” whether their competitors like it or not.

I still don’t get why people are mad at the ad, it feels like the usual knee-jerk reactions people have to Apple we’ve seen so many times. It’s just a fun and colorful way to represent all the creative things you can do with an iPad… The AI criticisms are especially weird. Apple remains the only level-headed big tech company in this domain, only every pushing AI when it enables a feature people actually want to use : subject isolation, better autocorrect… this is nothing like Microsoft and Google’s shoving AI into every single product all the time.

As someone who works in ads (hi, animator who sold his soul here!) marketers and ad agency types are so up their own ass. Most of them make ads to be seen by other people in the ad industry. It's all award bait. Therefore it's all about "how high concept can I make this ad?". Which other ad people understand and lavish awards for. But most of the time, the average viewer of the ad either doesn't care or understand what's going on behind the ad. It's all wank in a dumb industry. Why should they care or want to understand? So no doubt the agency on this was seeing all the awards that were going to come in for this "super high concept" and also super high bugdet, highly produced ad. While completely misreading the room on who's actually using iPads and what for. They're betting so hard on generative algorithmic bullshit, they didn't see how the core audience of creative professionals were going to interpret this ad. Ad people don't have imagination. Just campaign goals.

maybe this ad would've worked in a different era, but people are now waking up to the fact that companies aren't your friend, they will destroy art and artists for financial gain, everything is getting worse for everyone and companies are the cause of it. it's anti-everything that makes us human. people are very sensitive to things that gives them physical and visceral experiences and now that people are seeing that every large company wants to take that away from you and charge you to get it back, in a compromised and inferior way. It's more proof that companies don't know anything about what people actually want, only what they think the customer wants.

Just more signs of their increasingly creepy and detached cluelessness......with a smile.....a crushed one!

I just think people are reading into things too much. Incidentally, I did horrible in my English classes

I pretty unbothered by this ad tbh. I think it's actually kind of funny how they totally missed the obvious alternate reading of this visual while being totally fixated on the "We're smashing everything into an ipad" message. That being said, it seems pretty obvious what they were going for, and while silly... I'm not sure I can name a tech company that doesn't make goofy ads that seem to promise the world.

Consumers: we don't need more power in an iPad. We need a better OS. Apple: Ok here's a thinner, more powerful iPad with the same OS. You will enjoy it.

The ad is literally soul crushing. Passion shouldn't be substituted by what is easy or less time consuming it should take time. Build a relationship with your creative instrument and then you will create something worth looking at. Tech should really just be an aid.

Ending, Beggary and pinned comment are very cringe

I see it more as yet another exemple of corporations being out of touch. I'm sure that wasn't intentional, but in the end, the result is the same as if it was. People are fed up with corporations, politicians, the capitalist system itself, and the things they all do that are making life so much worse right now for people all over the world. They are all either so stuck in their bubble that they are completely blind, or they see it, but do not care that the world is getting fed up with everything, cause they think there will never be consequences. If they do think that, they are so patetically wrong, soon or later there will be consequences

To be honest, just looking at the ad myself, all I see is "we smushed all these little things into one big thing so now it does all the things you used to need all these big things to do". I never saw the ad before this video, didn't know people were upset about it, and if I'd seen the video first it never would have occurred to me to be upset about it. But now that I've seen your take on it, I understand. Apple isn't just saying "it does all the things these things do", they're going on to say, "and thus these things have no value."

She was so bad in EMH. Bad as in hot and very good personality

Imagine if they let creatives use the tool with an ipad instead of absolutely annihilating them. Infinitely better campaign imo.

It'd be like Facebook making an ad crushing all your friends and loved ones with a hydraulic press into the Facebook app running on a phone.

It reminds me of those videos where people would destroy ecpensive things. Its deeply upsetting.

I saw clips going around that this ad isn't even original, apparently LG did an ad for a phone around 2009 or so where they did the same thing. It was slightly less destructive but same concept. Definitely does not feel the same though.

I might be crazy here, but maybe the point of the ad was to show all these things exist within this one small device *Mind blown*, and if artists get mad at this ad then just hit them with the good ol "Its art, your just not cultured enough to understand"

I think Pillar of Garbage is the best of the channels I follow at capitalizing on a trendy topic while still having something meaningful to say about it

I love your channel but this an absolute reach. I hate AI as much as the next guy and I’ve been doing art and design nearly my whole life. But I really don’t comprehend the outrage at all here. I’ve seen every object imaginable used in hydraulic press content and not once have I felt any sort of offence regardless my affinity for said object. There’s always a good reason to hate on Apple but this honestly just feels like everyone switching hate for Apple with hate for a very benign ad. Still love the channel.

Actually the midgard serpent is on midgard that is the serpent that lives in the roots of the world tree that connects the nine realms

Intent vs Execution is so fucking important. It’s why conceptually the “Martha” scene in Batman v Superman should be really poignant and emotional. When in reality it’s a fucking meme because the execution is fucking silly.

I can just imagine a Kindle ad showing a book burning.... because those books on on your kindle! Why is everyone so upset???

10:11 for me, it's the arcade machine. But all of them hurt.

Your ad suggestion at the end would be a perfect, tug-at-your-heartstrings little short

It really funny to me that the same people saying we “don’t get the ad” are unable to understand the difference between authorial intent and artistic interpretation.

An acoustic guitar doesnt need to be recharged, can be used without reception and doesnt make you bump into people or lightposts because you are staring on it while walking on the street.

I’ll be honest. I don’t really get the hate surrounding the ad. I’m not saying I like it or that it’s a work of art if anything. More that if I saw it on TV or before a KZfaq video I’d probably just think meh and forget about it. There are bad ads, hilariously bad ads that make you wonder “why would anyone greenlight that” and then there are ads that are bad because they don’t stick with you and make you talk about them and the product. It seems like to most other people this ad is the first but to me it’s more of the second

Remember, if people take away a point you did not intend, you are still at fault. All that aside, the ad did it's damn job, it sparked outrage securing its place in our minds so we keep talking about it. Ads are successful not based on how many like them, but how many people continue to talk about it.

this is my first time seeing or hearing of this ad, and honestly a big part of what gets me about it isn't even the actual destruction of all these objects (which is terrible), it's the way it's framed. the surroundings are grey, cold and dismal, not a shred of humanity to be found. the floor is covered in the remains of the crushed objects, the paint seeps out of the press like blood. it reads like a piece someone would make to criticize silicon valley and consumerism, and not a particularly subtle one. it's crazy to me that a company would put this out and honestly believe it's a good ad, that people will love it and love them in turn.

There’s just something so viscerally uncomfortable about watching everything get smashed, explode, shatter. Intentional or not, the ad isn’t about compression; it’s about destruction.

This entire discussion is just Twitter rage and fart sniffing. 😂 Am I going crazy here? I hate apple, never saw this ad before, and immediately recognized it's conveying smashing all these things you love into a tiny flat package. It's the thinnest apple device they've made, their entire ad campaign is portraying how flat and thin it is. Also, the argument that "oh they could have give that guitar to a poor kid 😢" shut the fuck up lmao Rockstars have been smashing guitars for decades, and this isn't nearly the most expensive shit I've seen destroyed for a video/ad. Cry me a river... Apple uses child slavery to make their products and you choose to whine about breaking a guitar 🙄

"We compacted all these things into one product" (ipad can be used to draw, make music, 3D modelling, etc.) I *really* do think they just went for that and didn't really put any more thought into it. They maybe should've put some more thought into it, but I really doubt there's many people working in marketing who are deep into metaphors about capitalism

So what you are saying is this ad *PRESSED* alot of people's buttons?

I think you really have a point about there being no apple products like former iPhones, iPads, even apple computers in that commercial. This isn’t a compressing of all previous technologies and tools used for the creation of that thin little device. This commercial is showcasing all previously revered instruments that Apple and to an extent popular society views as old and unnecessary. Also last line goes hard not gonna lie.

"At Apple, we hate you and everything you love, now give us money like a good little piggie."

actually it is killing creativity, the original add was made by LG in 2008

To me, Crush is a painting that draws attention to the canvas and paint first and leaves little time or desire to look beyond toward the image.

This ad taps into a visceral feeling. It's trying to play even a simple melody on a touch screen piano when you've felt the weight of the keys on an upright. The frustration of getting a decent photo when you've used even an entry level DSLR. The way digital journalling is interrupted by neverending push notifications, a $2 notebook and 20c pencil will leave you alone in a way that the iPad won't. The way MIDI brass always sounds like a fly buzzing in your ear. I'm no luddite, tablets can be great for reading on the go, consuming media, lightening your schoolback by turning your 1000 page textbook into a thin glass rectangle. The iPad is also still the king of digital art on the go, it is in a league of its own. The ad is a failure because it reminds people of all the things they hate about technology. If you put the iPad on top of an upright piano and showed someone reading sheet music without having to page through a stack of it, or showing someone using the apple pencil to render a gorgeous artwork, or showed someone transferring a photo from their camera to their iPad and editing it... It would have worked. The tech is supposed to work for us, not against us.

I like this advert. I don't think Apple did it on purpose. But maybe the marketers did. Maybe the artists saw the slow destruction of their livelohoods and created a horrible and dismorfic representation of flattening creativity. They told the truth. And I think they knew what they were doing.

That is why bands like OK Gp only use faulty instruments as props.

9:44 Not much in the ad had gotten a major reaction - only mild concern. But...I play the trumpet. That's the part that got a reaction out of me, and definitely not the one Apple was looking for.

Very well said PoG 🏴‍☠️

For me it was the sketchbooks and cameras. Sketchbooks because I have so many filled ones, they are very personal, like a diary. Cameras because.... damn want one, they are so expensive! A good lens costs a fortune!

All Press is Good Press

"the rest of the internet" shows a post with one repost and 7 likes. The idea that people are even looking at this as the metaphor you described is hilarious. "well you see the crushing of all those things can be seen as a metaphor for technology squeezing the life out of art.🤓" It can also be seen as a metaphor for squeezing a bunch of features in a tiny package. This entire video can be seen as a metaphor for content farms squeezing the spirit and critical thinking from our skulls.