This week we have an ad of the week with a difference. For once the ad isn’t ad of the week becuase it’s so good, no, this week it’s the ad of the week because it’s so bad, In fact it’s so bad that Apple have actually had to apologise for getting things so wrong.
The ad was produced to launch Apple’s new 13-inch iPad Pro. Entitled ‘Crush,’ the 70-second ad spot, is meant to demonstrate all the tech packed into the incredibly thin product. To try and show all of this tech in such a small object Apple thought it was a good idea to feature an industrial-scale crushing machine flattening things like a guitar, piano, paint, sculptures, and more.
Unfortunately that’s not how viewers saw it. Almost immediately there was a huge wave of complaints about the advert.
Within days Tor Myhren, Apple’s VP of marketing communications released a statement. “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’re sorry.”
