Apple’s ‘Crush’ Ad: A Marketing Misfire

Apple’s recent ‘Crush’ advertisement for its new iPad Pro, featuring a hydraulic press demolishing various objects, has sparked controversy and drawn criticism from the creative community. The ad, intended to showcase the iPad Pro’s thinness and capabilities, has been accused of being insensitive and disrespectful towards creators.

## The ‘Crush’ Advertisement

The ‘Crush’ advertisement depicts a hydraulic press crushing various everyday items, including paint, a metronome, and an arcade machine. The ad’s tagline, “The power of the iPad Pro. Crush it,” has been interpreted by some as a metaphor for the iPad Pro’s ability to enhance creativity. However, many creatives have taken offense to the ad, arguing that it belittles the creative process and suggests that technology can replace the value of human creativity.

## Apple’s Apology

In response to the backlash, Apple’s Vice President of Marketing Communications, Tor Myhren, issued an apology on behalf of the company. Myhren stated that the ad was not intended to offend creatives and that Apple values the importance of creativity and empowering creators. He further emphasized that the ad was not meant to portray creativity as something that can be crushed or diminished.

## Impact on Apple’s iPad Sentiments

The ‘Crush’ advertisement has had a significant impact on consumer sentiments towards the iPad Pro. Pre-ad sentiments were largely positive, with terms like “high” and “valued” frequently used. However, post-ad sentiments have dropped, with 50.8% positive and 19.7% negative. Negative terms commonly used include “worried,” “angry,” and “bad.”

Apple’s ‘Crush’ Ad: A Missed Opportunity

Apple’s Apology

Apple’s VP of marketing communications, Tor Myhren, issued an apology for the ad, stating that it was not intended to offend creatives. He emphasized the company’s commitment to creativity and empowering creators.

Impact on Apple’s iPad Sentiments

Before the ad’s release, sentiments toward Apple’s iPad were largely positive, with terms like “high” and “valued” being commonly used. However, after the ad aired, sentiments dropped significantly, with 50.8% of respondents expressing positive sentiments and 19.7% expressing negative sentiments. Negative terms included “worried,” “angry,” and “bad.”

Criticism from Creatives

Neal Moore, an artist and contributor to Forbes, criticized the ad for its lack of understanding of creatives and their rebellious nature. He argued that the ad portrayed creativity as something that can be easily crushed, which is a dangerous and inaccurate message.

Shouvik Prasanna Mukherjee, a creative director, expressed concern about the dystopian imagery in the ad, which he believes creates a negative impression of creativity being crushed by technology.

Missed Opportunity

The “Crush” ad followed a popular trend of hydraulic press videos, which often feature everyday objects being crushed for entertainment purposes. Critics argue that Apple missed an opportunity to use this trend to communicate a meaningful message about creativity and humanity.

Conclusion

Apple’s “Crush” ad sparked controversy and backlash from creatives, leading to an apology from the company. The ad’s negative impact on iPad sentiments highlights the importance of considering target audience perceptions when creating marketing campaigns. Critics argue that Apple’s attempt to embrace creativity fell short, reinforcing the need for sensitivity and authenticity in advertising.