Apple/Steven Meiers Dominguez/Getty
Apple’s new iPad Pro hasn’t hit the shelves for another week, but the self-described “thinnest Apple product yet” is already getting crushed thanks to a new ad.
It’s called a one-minute ad released by the tech giant yesterday in a virtual presentation ahead of the May 15 release of the new iPad. Crush. For this, TBWA Media Arts Lab created a promo to the soundtrack of the 1971 Sonny and Cher tune “All I Ever Need Is You,” which turns much of the creative’s physical history into the new Coke fiasco. The Reagan era seems close to victory.
As Apple tries to revive sagging iPad sales, CEO Tim Cook praised the ad and the upcoming tablet online on May 7 with a call to “Imagine all the things it will be used to create.” It’s Cook’s job, but the exec is pretty much alone in his vision, as the ad drew strong reactions from just about everyone.
Hugh Grant and Justine Bateman are among those who have taken the tech giant to task for its insensitivity and misstep.
Often acerbic Wonka star took a bite out of Apple earlier Tuesday:
Creed II secretary and Luke Cage creator Cheo Hodari Coker said the ad was indeed problematic:
A well-seasoned anti-AI activist, ex Kinship relationships star and filmmaker Bateman was more blunt in his reaction:
In fact, Bateman once offered an example of how Apple could repair its self-inflicted wound:
Still, it’s a far cry from Apple’s anti-authoritarianism 1984 Advertisement from 40 years ago, original Crush The ad has been viewed nearly 400,000 times on YouTube since it aired Tuesday. As is standard with most videos Apple posts to the platform, comments are disabled.
It might be the best decision Apple has made in this whole situation.
Apple, usually impeccable in its marketing and communications, did not respond to a request for comment Crush advertisement and the reaction it receives. If they do, we’ll update this post.