On the other hand, many rock guitarists have destroyed guitars on-stage as an act of expression. Destruction is a perfectly valid mode of expression this way, and there's no "correct" way to handle an instrument just because one group of individuals idolise the form over its function.
That said, this is exactly what is interesting and "triggering" to many about the ad, IMO. That it emphasises destruction, and therefore is a metaphor for the replacement of material expression with the immaterial, or something along those lines.
Just to add, I play guitar every day. I don't handle my guitar with care: I ding it against walls, toss it onto the couch, fail to clean it as regularly as I should, drive with it in my car using no case to do so. But I love my guitar very much, because it enables me to play beautiful (to me) music. I don't want to be burdened by the "perfection" of my guitar. To each their own, I say.
I think modern guitars have their own niche, with a whole scene of people building, modifying, tweaking their guitars, and a flurry of accessories, variants and innovations that expand the artistic range.
I kinda feel it's not so far from synthesizers in a way.
Wind instruments will also probably fall in the "handle casually" space, while still sensible to being dinged and needing care ?
Classic instruments have a harsher split between the centuries old instruments that just can't be replaced [0], and the modern versions that are left mostly for amateurs or pros expanding their range and aiming for different sounds. That's where pro instruments end up at five~six figures prices, and are definitely not tossed around.
[0] I remember being told by a player that their instrument was there before their birth and will still be in people's hands way after they die.
I think that's broadly true, and possibly an aesthetic thing that in part is what pushes me away from certain types of classical music, but look up, for example, Rushad Eggleston[image: 0] for a counter-example of whether or not classical instruments (cello, here) are "allowed" to be tossed around.
That said, this is exactly what is interesting and "triggering" to many about the ad, IMO. That it emphasises destruction, and therefore is a metaphor for the replacement of material expression with the immaterial, or something along those lines.
Just to add, I play guitar every day. I don't handle my guitar with care: I ding it against walls, toss it onto the couch, fail to clean it as regularly as I should, drive with it in my car using no case to do so. But I love my guitar very much, because it enables me to play beautiful (to me) music. I don't want to be burdened by the "perfection" of my guitar. To each their own, I say.