How some people don’t see how this advert is on the nose is beyond me. Making an ad trying to appeal to creatives by showing all their beloved tools being crushed and replaced by a tablet. I LOVE my iPad Air but I also LOVE my guitars, keyboards, amp etc. It was just really dumb idea and how they didn’t foresee such a reaction is bizarre.
How many very famous rock bands and guitar players are known for destroying their equipment and smashing their guitars during their shows? I don't recall the outrage back then. Plus, Apple didn't destroy anything nor are they suggesting you destroy your beloved guitar. It was a visual metaphor to show what all an iPad can do. And a clever one. I liked it.
How some people don’t see how this advert is on the nose is beyond me. Making an ad trying to appeal to creatives by showing all their beloved tools being crushed and replaced by a tablet. I LOVE my iPad Air but I also LOVE my guitars, keyboards, amp etc. It was just really dumb idea and how they didn’t foresee such a reaction is bizarre.
How many very famous rock bands and guitar players are known for destroying their equipment and smashing their guitars during their shows? I don't recall the outrage back then. Plus, Apple didn't destroy anything nor are they suggesting you destroy your beloved guitar. It was a visual metaphor to show what all an iPad can do. And a clever one. I liked it.
And every new Apple product release there is someone that makes money on page views from seeing if it will blend, plus all the drop tests and other destructive tests that people watch actual devices get destroyed.
I'm in agreement with you and Apple message seemed obvious to me in the video, but emotion usually outweighs logic for most people so that can't be ignored when it comes to marketing.
Apple could have done exactly the same Ad by nicely moving(not crushing) a pile of instruments or whatever were displayed in Ad and show easily replaced with new iPad. This way, the dramatic scene of crushing created uproar vs moving away sends the right message to audience.
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I'm in agreement with you and Apple message seemed obvious to me in the video, but emotion usually outweighs logic for most people so that can't be ignored when it comes to marketing.