apple
celebrated The “1984” TV commercial first aired on December 31, 1983. I’m drawing A dark dystopian reality in which clean-shaven, uniformed, and completely interchangeable people file like ants through a gray steel structure and enter a theater. Waiting for them in the darkness is a giant screen with talking heads like Big Brother spewing propaganda.
The Orwellian monologue is interrupted by a brightly colored, athletic woman charging toward us with a sledgehammer. Having outrun her faceless pursuers, the heroine throws a hammer into her screen, cutting short the mass programming exercise and perhaps freeing the audience.
According to the ad, Apple Computer guarantees that “1984 won’t feel like 1984.”
Almost 40 years later, this week Apple released another provocative ad titled “Crush.” This time, in a showdown with the diverse human race, the side that standardizes screens will win.
Apple CEO Tim Cook shared the ad to social media on Tuesday, writing, “Introducing the new iPad Pro. The thinnest iPad Pro ever made, the thinnest iPad Pro ever made. It has an advanced display and the incredible power of the M4 chip. Imagine everything you can create with it.”
Cooke’s creative themes are tied to visuals of destruction. Specifically, visuals of the various tools and means for real-world artistic endeavors and in-person activities that his new device clearly replaces and virtualizes.
Like the “1984” ad, the 2024 ad, titled “Crush,” takes place in a dark, gray environment.
What appears to be a stage is filled with arcade games, a piano, books, a DLSR camera, a tailor’s mannequin, a blackboard, various paints, a chess board, a guitar and trumpet, and a sculpture of a human head. It quickly becomes clear that this is not a stage at all, but rather an industrial-scale crusher.
During the one-minute ad, Crusher is flattened and destroyed to the tune of Sonny and Cher’s “All I Ever Need Is You.”
Patrick Boyle, a finance professor at King’s College London, said: “The message seems to be that anything beautiful and analog that requires practice and focus is pointless garbage, easily replaced by disposable computers.” writing.
In the final shot, the crusher opens to reveal a 5.1mm thick 13-inch iPad Pro. The voiceover says, “The most powerful iPad ever is also the thinnest.”
drum
shown This ad was created internally by Apple.
Critics of X expressed their displeasure about the ad, with many asking what Apple’s advertising team was thinking.
Fr Steve Grunow, CEO of Word on Fire Catholic Ministries, said:
Asked“What level of hell did this ad idea come from?”
David Goldfarb, founder of Swedish game studio The Outsiders.
called The ad was “an unintentionally perfect metaphor for how we destroy beauty for profit.”
Hugh Tomlinson, a British barrister and translator of philosopher Gilles Deleuze,
tweeted“The Destruction of the Human Experience. Presented by Silicon Valley.”
“I think this new Apple ad is very ugly and dystopian.”
I have written Patrick Boyle, professor of finance at King’s College London. “There is a lack of recognition of how artists love the tools of their trade.”[.] The message seems to be that all the beautiful, analog things that require practice and concentration are pointless garbage, easily replaced by disposable computers. ”
Babylon Bee Editor-in-Chief Joel Berry I got it.“This is a sad and disturbing ad.”
AppleInsider
shown While it’s possible that at least some of the ad was created with CGI, it didn’t lessen the disgust that most people seem to feel toward its depiction.
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