Crush or Cringe? A Closer Look at Apple’s Latest iPad Pro Ad
One of the things that I still love about advertising is a great ad, and more importantly, a great concept. And while the digital landscape has changed dramatically over the years, the traditional make up of a great ad still exists, and Apple’s recent “Crush!” ad for the iPad Pro is a great example of this, even if I may not love the message behind it or agree that it is the right ad for their audience.
To begin with, the “Crush!” ad demands attention and stirs deep emotions, two elements that every great ad possesses. As a creative professional, I was immediately drawn to the simplicity of its visual storytelling and the boldness of its narrative. If you haven’t seen it, the ad uses a hydraulic press to methodically crush a wide array of traditional creative tools—a piano, a camera, books, and more—culminating in the reveal of the sleek and powerful iPad Pro.
Do I love the idea of watching my greatest fears come true before my eyes? Absolutely not, and the concept of technology ‘crushing’ these time-honored instruments of creativity is a bit hard to watch. It suggests a world where digital prowess overshadows and potentially eliminates the humanity behind the traditional creative processes. As someone who deeply values both the old and the new in the creative landscape, this presents a paradox. How do we reconcile the advancement of technology with the preservation of traditional creative forms?
Regardless of where you stand on this, the question remains – was this ad successful? Yes, and no.
Yes, because it was masterfully executed, both visually, and through its messaging. And no, because it seems to go against what brought creatives to Apple in the first place – the idea that technology would enhance and inspire the creative process, not destroy it.
Maybe that’s what Steve Jobs envisioned for Apple all along. To create a world where technology provides an opportunity for everyone to unlock their creative potential, bypassing the grind that it takes to master some of these skills.
Many critics of the ad have labeled it as tone-deaf, arguing that it underestimates the emotional and historical value people associate with individual creative tools. Could Apple be missing the mark by focusing solely on technological superiority without considering the sentimental attachments to traditional creative instruments?
Judging from Apple’s apology for the ad, I am thinking they are second guessing themselves as well.
In a statement to AdAge, Apple’s vice president of marketing communications, Tor Myhren, apologized.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriads of ways users express themselves and bring their ideas to life through iPad,” Myhren said. “We missed the mark with this video, and we’re sorry.”
https://www.cnn.com/2024/05/09/tech/apple-apologizes-for-ipad-pro-ad/index.html
At brandRUSSO, we thrive on dissecting such provocative ideas, examining what they mean for us as creators and for the audiences we engage. This ad, with its dramatic representation of innovation supplanting tradition, invites us to explore these tensions and their implications for creative expression.
If I am being honest though, I hate that Apple backed down. Yes, as a card-carrying member of the Mac Lovers United Guild (No, this is not an actual thing), I don’t like what the ad conveyed, or that Apple is the one saying it, but controversy isn’t always a negative. This ad has sparked discussions across countless platforms, generating buzz and keeping people talking about the iPad Pro. Isn’t that what advertising is all about?
From a strategic branding perspective, the ad is bold and unforgettable. It challenges the viewer’s perception of necessity and obsolescence, pushing the envelope on what a single device can do.
However, the risk must be balanced with empathy for those that have been with Mac from the beginning. Understanding the emotional connections and stories tied to traditional creative tools could have softened the message, making it more palatable to a broader audience. Integrating respect for the old while introducing the new is a dance many brands struggle with.
As we dissect Apple’s “Crush!” campaign, let’s take it as a reminder of the power of branding and the reactions it can evoke. Whether you view the ad as a creative misstep or a marketing triumph, it underscores the need for brands to be ever conscious of the balance between innovation and a true understanding of their audience and what motivates them.
What do you think? Did Apple cross a line with their creative expression, or have they set a new standard for bold advertising?
—
Michael J. Russo
CCO/Co-Founder: brandRUSSO
To learn more about brandRUSSO, subscribe to our blog or add the He Said, She Said Branding Podcast to your playlist.
brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.
