The minute-long Apple ad showing art equipment and materials being crushed down into the new iPad Pro is being called heartbreaking, wanton, and creepy.
Frame from Apple’s “Crush” ad
Frame from Apple’s “Crush” ad
Apple first aired its “Crush” ad during the “Let Loose” event that saw the launch of the new iPad Air and iPad Pro models. It shows paints, guitars, toys, sculptures, and more, all being crushed down by an enormous weight, which then rises up again to reveal the iPad Pro.
Since that debut during the event, Apple’s Tim Cook tweeted a link to it — and started a backlash. At time of writing, there are over 2,500 comments to his tweet and while many are about iPad details, most are expressing abhorrence at the ad.
Apple’s ‘Crush’ iPad Pro ad sparks intense backlash from creatives
Apple’s ‘Crush’ iPad Pro ad sparks intense backlash from creatives