The biggest thing that makes me wonder about this ad is: "why?". It certainly costed more to make than an average ad, regardless if it was CGI or real, it should be obvious to anybody who has ever itneracted with humans why crushing a bunch of instruments and tools they use would be a bad idea, all to get it mention more often thanks to society's backlash? Apple isn't some newcomer who needs all the attention they can get, every man, woman, child, dog and cat who can afford apple products has heard of them and I doubt hearing about the brand new iPad pro a million times more is going to change their decision to buy it or not. Most of their userbase is people up to their eyes in the apple ecosystem, all they have to do is send a push notification about the newest iProduct, initiate the planned obsolescence procedure, and watch the cash pour in, the rest would just need to see an ad about the amazing new health app or whatever with a suttel subtext of "and if you don't buy this you're a poor low-status chump lol". But again, I don't run a trillion+ dollar tech company so what do I know?
This also reminds me of those 4chan pranks where they tell people that the new software update made the iPhone waterproof or they can charge it by putting it in a microwave. This time they wouldn't even have to make fake ads: "look, apple said new iPad can't be crushed, post a tiktok of yourself stomping your iPad nothing can go wrong!" (disclaimer: the previous text in quotes is in quotes for a reason; don't do that to any of your devices. There's no warranty to the extent permitted by law, etc etc).
1. Conveys the idea that the ipad has all these creative / cultural digital services on it
2. Conveys the idea that it's thinner than ever
3. Seeing stuff get destroyed by a hydraulic press is attention grabbing, and gets you to look at the TV during that commercial break.
I get why they did it, it's striking. They just didn't understand just how massive the freakout in the creative arts industry is right now over technology companies, and why it would cause a backlash.
On #1, people were very well aware of it already. All this ad does is making them reconsider the company's intent and see it as an enemy trying to destroy the services, instead of a friend making them easier to get.
On #2, it doesn't do that very well. For a start, the press never smashes the tablet itself.
This commercial is very well done with the purpose of making people revolt. Every element is perfect. I wonder if there was some miscommunication and the authors expected the scenes to be used in a different way.
This also reminds me of those 4chan pranks where they tell people that the new software update made the iPhone waterproof or they can charge it by putting it in a microwave. This time they wouldn't even have to make fake ads: "look, apple said new iPad can't be crushed, post a tiktok of yourself stomping your iPad nothing can go wrong!" (disclaimer: the previous text in quotes is in quotes for a reason; don't do that to any of your devices. There's no warranty to the extent permitted by law, etc etc).