There are a lot of brands that have recently overturned. Even in the face of surging negative public opinion, Apple, which has always behaved as "calm as a mountain in the wind and rain", has apologized.
Let's first take a look at the new iPad Pro ad "Crush! What are you talking about?
In Guilson's view, in fact, the product selling points and advertising ideas shown in the film are relatively conventional. Even when you see the dazzling array of objects and hydraulic presses in the short film, you can almost imagine what will happen after the video, and how the product will appear in the end.
短片播放到第十一秒，液压机开始运作，一切都不言而喻——“all-in-one”。
We often see "all-in-one" advertisements for various products.
Whether it's a video ad ↓
Or product copywriting ↓
There is also a profile of Mr. Da Bing (?) ）
追求效率和轻便的时代处处都在强调“all-in-one”。
Apple's new tablet this time is also an "all-in-one" routine: although it is thinner and lighter than the previous iPad, the M4 chip makes it more powerful. I think that's why Apple uses a hydraulic press in this ad.
However, Apple's two selling points of all-in-one and thinner and lighter are extremely uncomfortable.
Some people think that this is an insult to artists and creators, and it is a sad thing.
Comment 1: "I can't relate to this video at all. It lacks any respect for creative devices and ridicules creators. ”
Comment 2: "I feel sad when I see creative tools such as musical instruments and cameras destroyed. I don't think the creators will like this video. Is it my Japanese sensibilities that make me feel this way? ”
Some people think that the process of creating the ad is a waste of resources and garbage, which is contrary to Apple's emphasis on environmental protection.
Some people don't like this destructive art form, and it also raises questions about the nature of digital tools.
Of course, there are also people who think that "art is an explosion", and this form of destruction is very decompressing. However, it was negative public opinion that prevailed.
The main source of people's discomfort is that the short film flattens the destruction and flattening of things that symbolize art, beauty and emotion. As Lu Xun said, "Tragedy is the destruction of valuable things in life for others to see." (It was really Lu Xun who said it)
Perhaps the person who makes the uncomfortable remarks is a little sensitive, but I would like to say that in today's turbulent world, people need more humanistic care than destruction and turmoil.
Some netizens reversed this advertisement and did the opposite. Therefore, the original picture of "violent destruction of heavenly things" has become the artistic conception of all things, and all the good things in life are released from the thin slab.
The inverted play makes the action of "compression" become "release", which still shows the advantages of the new tablet "all-in-one", but it is far more far-reaching than the original cruel and grasping compression destruction, more humanistic care, and more soothing people's hearts.
There are even some people who have experienced the background of digital existence in this upside-down advertisement, and people have regained the small touches brought by those auspicious feathers in life.
In fact, as early as 2019, OPPO's new Reno series promotional advertisements also used the "all-in-one" idea of compressing the world into mobile phones. The "compression" action in this commercial is more technological, fashionable and sophisticated.
It doesn't give people a great feeling, but at least, it's not uncomfortable......