{"id":2340,"date":"2024-05-16T15:34:07","date_gmt":"2024-05-16T20:34:07","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=2340"},"modified":"2024-11-20T09:35:42","modified_gmt":"2024-11-20T15:35:42","slug":"egad-bad-ad-the-apple-ipad-pro-ad","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/egad-bad-ad-the-apple-ipad-pro-ad\/","title":{"rendered":"Egad! Bad ad: The Apple iPad Pro ad"},"content":{"rendered":"\n<p>Last Tuesday, Apple released an ad for its new, improved iPad Pro \u2014 a video once, but no longer, destined for TV \u2014 and it was\u2026 controversial. And in the week or so since, they\u2019ve taken some heat for two things:<\/p>\n\n\n\n<p>1. Making said ad for their new, improved iPad that crushed the arts into rubble to the strains of a Sonny and Cher tune.<\/p>\n\n\n\n<p>2. Withdrawing said ad and issuing a statement when much of their audience responded negatively.<\/p>\n\n\n\n<p>The ad in question, in case you somehow missed it, is thus:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Crush! | iPad Pro | Apple\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/ntjkwIXWtrc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>(If you need a palate cleanser after that, filmmaker <a href=\"https:\/\/twitter.com\/rezawrecktion\/status\/1788211832936861950\">Reza Sixo Safai was quick to provide <\/a><a href=\"https:\/\/twitter.com\/rezawrecktion\/status\/1788211832936861950\" target=\"_blank\" rel=\"noreferrer noopener\">a<\/a><a href=\"https:\/\/twitter.com\/rezawrecktion\/status\/1788211832936861950\"> fixed version<\/a>.)<\/p>\n\n\n\n<p>So, yeah, you can probably see why members of the artistic and creative community might be upset by it. The imagery is viscerally disturbing \u2014 the crushing of the bust and the manikin, in particular, were rough, and I\u2019ll admit, as a pianist, it broke my heart a little to see the piano get crushed into splinters and sproinged strings. Critics in a number of industries, the ad industry included, saw it as \u2014 and thank you for this, Ad Age\u2019s Tim Rudd \u2014&nbsp; \u201ca grim representation of technology crushing the history of human creativity.\u201d And it was pointed out by some that it was a departure from Apple\u2019s usually positive, uplifting tone.<\/p>\n\n\n\n<p>But others thought it wasn\u2019t the ad but the popular <em>reaction<\/em> to the ad that went too far. Some were outraged about the pulling of the ad and the <a href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark\/2559321\">subsequent statement from Apple VP of Marketing <\/a><a href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark\/2559321\" target=\"_blank\" rel=\"noreferrer noopener\">Communications<\/a><a href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark\/2559321\"> Tor Myhren<\/a>: \u201cCreativity is in our DNA at Apple, and it&#8217;s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we&#8217;re sorry.&#8221;<\/p>\n\n\n\n<p>I have to agree with Tor \u2014 they missed the mark here. They wanted to say a thing to people, and they said a different thing and made people whom they didn\u2019t want to be mad be mad, which makes it a not very good ad. And\u2026<\/p>\n\n\n\n<p>I mean, no \u201cand.\u201d That\u2019s the tweet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ads should be good.<\/h2>\n\n\n\n<p>I should mention from the outset that I\u2019m a pragmatist. I\u2019m a creative, and I\u2019m a pragmatist \u2014 I contain multitudes. I\u2019ve mentioned in the past that one of the things that drew me to copywriting in the first place was that it\u2019s creative writing, <em>but<\/em> with a goal \u2014 creativity with a challenge attached. The creative team has to come up with something innovative and eye-catching, <em>and<\/em> it has to effectively convey a message to the target audience.&nbsp;<\/p>\n\n\n\n<p>The aim of the ad, it\u2019s pretty easy to infer, was to convey that all these tools of the creative arts \u2014 musical instruments and paints and video games and cameras and so on \u2014 are incorporated within the new iPad\u2019s numerous capabilities for artistic expression, the iPad\u2019s revolutionary thinness notwithstanding. Essentially, they were going for a creative, artsy version of this:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The new Apple iPad ad basically took this viral \u201cEvolution of the Desk\u201d video but made it way darker and more depressing. <a href=\"https:\/\/t.co\/mJrSRwfVrt\">https:\/\/t.co\/mJrSRwfVrt<\/a> <a href=\"https:\/\/t.co\/NkNI36XgaC\">pic.twitter.com\/NkNI36XgaC<\/a><\/p>&mdash; Trung Phan (@TrungTPhan) <a href=\"https:\/\/twitter.com\/TrungTPhan\/status\/1788403158013891048?ref_src=twsrc%5Etfw\">May 9, 2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The problem is that the imagery in no way implies incorporating those capabilities <em>into<\/em> the iPad, compressing these large artistic tools into a tiny profile \u2014 it implies destroying them in favor of a small electronic device. It\u2019s not \u201cbig things made small\u201d \u2014 it\u2019s big things reduced to splinters and paint gushing like blood in the third act of <em>Cabin in the Woods<\/em> and that poor stress ball getting his eyeballs gruesomely squeezed out, at which point they\u2019re no longer useful as tools of artistic expression.&nbsp;<\/p>\n\n\n\n<p>The violent crushing of all the implements of the arts didn\u2019t say, \u201cWe, like you, respect the arts and feel everyone should have access to them,\u201d it said, \u201cFuck a piano, amiright?\u201d It very much gave <em>resentful of my parents for not letting me quit piano lessons<\/em>. Now, I strongly suspect that \u201cfuck a piano\u201d didn\u2019t appear on the creative brief for Apple\u2019s internal team, but that was pretty much the entirety of the ad, plus a product pitch at the end.<\/p>\n\n\n\n<p>If what they gave was destruction, and what they intended was compressing creativity, they got it wrong. If they wanted to create positive associations with their product among their target audience and instead they created negative ones, they got it wrong. Ergo, not a good ad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cBut it\u2019s creative!\u201d<\/h2>\n\n\n\n<p>Absolutely it is.<\/p>\n\n\n\n<p>It\u2019s creative and edgy, and <a href=\"https:\/\/www.thedrum.com\/news\/2024\/05\/09\/adland-hates-apple-s-new-ipad-ad-has-the-criticism-gone-too-far\">one creative strategist <\/a><a href=\"https:\/\/www.thedrum.com\/news\/2024\/05\/09\/adland-hates-apple-s-new-ipad-ad-has-the-criticism-gone-too-far\" target=\"_blank\" rel=\"noreferrer noopener\">rightly<\/a><a href=\"https:\/\/www.thedrum.com\/news\/2024\/05\/09\/adland-hates-apple-s-new-ipad-ad-has-the-criticism-gone-too-far\"> pointed out<\/a> that ads have been criticized for \u201cplaying it too safe and not pushing the limits of creativity,\u201d and this one is \u201cprovocative and it got people talking.\u201d But, like\u2026 this isn\u2019t an art installation. It\u2019s not a gallery where admirers come to discuss your provocative art and debate your intended message. It\u2019s the ad industry, where artistic expression is still expected to be in service of a commercialized goal \u2014 like, they\u2019re <em>called<\/em> \u201ccommercials\u201d \u2014 and if your \u201cprovocative\u201d ad gets specifically <em>your target customers<\/em> talking about how much they hate the ad and resent the very existence of the product it\u2019s shilling, maybe you were pushing your creativity in the wrong direction.<\/p>\n\n\n\n<p>Again, this might be the pragmatist in me coming out, but advertising is creativity <em>with an objective<\/em>, and that means accepting that sometimes, you\u2019re going to have to say, \u201cThis ad is cool and pushes the creative envelope, and it was fun to produce, and it turned out great, but it\u2019s probably not ready for prime time.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cThey shouldn\u2019t have pulled it! They\u2019re just caving to criticism!\u201d<\/h2>\n\n\n\n<p>Why not, though?<\/p>\n\n\n\n<p>I mean, yeah, sometimes, you do put out ads that are offensive to <em>some people<\/em>, and <em>some people<\/em> are hypersensitive and just looking for a reason to be offended. But in this case, the people who are up in arms about the ad <em>are the people Apple is hoping to sell on the new iPad<\/em>. The goal of the ad was to make them see it as another tool for artistic expression, and instead, they\u2019re widely discussing it in the context of the destruction of said tools. It\u2019s one thing to be unafraid of being offensive, but enraging your target consumers isn\u2019t stellar messaging strategy.<\/p>\n\n\n\n<p>And that\u2019s why I believe pulling it wasn\u2019t the wrong move. I mean, yeah, if you\u2019re trying to put out something edgy and subversive and people are offended by it and you want to stand by that, go ahead. Go for it. But that\u2019s not what Apple would be standing behind. They\u2019d be standing behind a bad ad, and what\u2019s the point of doing that? To spite your critics? To pretend you didn\u2019t screw up and send a message you didn\u2019t intend?<\/p>\n\n\n\n<p>I\u2019m not going to be sending any attaboys to Apple for making that choice \u2014 the choice was to solve a problem they caused in the first place. I\u2019m just gonna say that of all the things they did in the course of this screwup, pulling it the ad and releasing a statement that said, \u201cThis ad didn\u2019t say what we wanted to say,\u201d was not their biggest sin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cApple wants to crush creativity! They always have!\u201d<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"640\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/mortar-and-pestle.jpg\" alt=\"A close-up of a gray stone mortar and pestle, wielded by two hands. The cooking tools sit on a wood table in front of basil leaves and a garlic cloves and a few tomatoes, and it the bowl is full of leaves and flowers and seeds, all pretty and all in the process of getting violently ground up.\" class=\"wp-image-2919\" style=\"width:420px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/mortar-and-pestle.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/mortar-and-pestle-300x240.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/mortar-and-pestle-768x614.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>&#8220;You&#8217;re next, piano.&#8221;<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Sigh.<\/p>\n\n\n\n<p>Really?<\/p>\n\n\n\n<p>Don\u2019t get me wrong \u2014 at the risk of repeating myself, <em>this ad shows the destruction of tools of artistic expression, and it is dark and disturbing<\/em>. There was no other contrasting messaging that could have added nuance and made the ad about something other than straight-up crushing art stuff. And when critics say, \u201cThat looks like Apple is destroying artistic expression in favor of their new electronic device,\u201d folks don\u2019t get to say, \u201cClearly you\u2019re misinterpreting it,\u201d because\u2026 that\u2019s what that imagery is saying. And if Apple was trying to say something else, they should have used different imagery.&nbsp;<\/p>\n\n\n\n<p>That said, I don\u2019t think Apple is intentionally, actively trying to stifle creativity. (And realistically, I don\u2019t think all the people complaining about the ad actually think that, either. I will donate $5 to the <a href=\"https:\/\/dreamingzebra.org\" target=\"_blank\" rel=\"noreferrer noopener\">Dreaming<\/a><a href=\"https:\/\/dreamingzebra.org\"> Zebra Foundation<\/a> for every opining ad professional who wan\u2019t posting their feelz from a MacBook Pro or an iPhone.) They haven\u2019t been without their missteps, and the debate about producing art physically vs. digitally, particularly in the age of generative AI, is and has been fully appropriate. But this ad, in particular, is not Apple saying the quiet part out loud.<\/p>\n\n\n\n<p>To be clear: I see no reason people shouldn\u2019t have had an initial reaction like they did, and I include myself among that crowd. But if, having had our initial reaction, we give it a second look, I think we might get beyond \u201cApple doesn\u2019t care about the arts! Apple wants to crush the arts! Apple says screw the arts, and that\u2019s clearly what they want to say in this ad,\u201d because if we know one thing about giant corporations, it\u2019s that they\u2019re famously prone to being completely transparent about their motives that would be offensive to their most dedicated consumer base. (We all remember that controversial Purdue Pharma campaign, \u201cSure, People Will Die, But At Least I Got A Boat.\u201d) This ad wasn\u2019t Apple at long last being open about their \u201cFuck a piano\u201d philosophy \u2014 it\u2019s just them making a bad ad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Make good ads.<\/h2>\n\n\n\n<p>Do that. Get creative, get expressive, go wild, come up with brilliant and\/or outlandish and\/or envelope-pushing and\/or at-or-beyond-the-bounds-of-taste ideas\u2026 and then move forward with the ones that won\u2019t make your target customers actively hate, and talk publicly and at length about how much they hate, the product you\u2019re trying to sell them. Push other envelopes than that one. Do your work as a creative, and embrace the challenge of creating work that is artistic and provocative and controversial <em>and also effective<\/em>.&nbsp;<\/p>\n\n\n\n<p>Because that\u2019s what we do. And because word travels fast, people talk, and your competitors might be <em>seriously<\/em> on the ball.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">We would never crush creativity. <a href=\"https:\/\/twitter.com\/hashtag\/UnCrush?src=hash&amp;ref_src=twsrc%5Etfw\">#UnCrush<\/a> <a href=\"https:\/\/t.co\/qvlUqbRlnE\">pic.twitter.com\/qvlUqbRlnE<\/a><\/p>&mdash; Samsung Mobile US (@SamsungMobileUS) <a href=\"https:\/\/twitter.com\/SamsungMobileUS\/status\/1790824457365594487?ref_src=twsrc%5Etfw\">May 15, 2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Not quite <a href=\"https:\/\/capertongillett.com\/blog\/2021\/12\/16\/how-to-make-ads-on-the-fly-like-ryan-reynolds\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ryan Reynolds fast<\/a>, but still impressive turnaround.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last Tuesday, Apple released an ad for its new, improved iPad Pro \u2014 a video once, but no longer, destined for TV \u2014 and it was\u2026 controversial. And in the &hellip;<\/p>\n","protected":false},"author":1,"featured_media":2918,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3],"tags":[13,17,25,27,32,76],"class_list":["post-2340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","category-creativity-c","tag-blazing-cold-advertising-takes","tag-cautionary-tales","tag-digital-advertising","tag-egad-bad-ad","tag-fail","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Egad! 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