everyone hates it: the beautiful tools of creativity crushed by a hydraulic press before it retracts, revealing a new, very thin iPad. the intent is clear: "the iPad has all this in it, and it's very thin!" but the execution is revulsive to everyone except whatever marketing execs came up with and approved the spot
i could have done better. it's astounding how easy it is to do better. turn the iPad into a window, nearly invisible from the side, and show artists pulling creative tools out of it piece by piece, assembling them, and using them to create art. come the fuck on
ironically, the fact that it's powered by the M4, whose main selling point is the more powerful inference accelerator for on-device generative AI (and other deep learning tasks), actually makes sense for the video: all culture will be crushed into a homogenous paste, to then be scraped together by the gormless and served to you as though it's worth something
Ad folk apparently need to read the tumblr colour theory thread where some folk missed that "red streaked paint on the floor of a hospital looks on a literal level like bloodstains" in favour of "red has lots of positive meanings"- symbolism is nice and all, but the literal surface level read takes priority, and in this case the surface level is "destroying art & art tools, also we're gonna anthropomorphize a lot of them so it's distressing to look at"
And like, it's not like you can't go for a "mash a bunch of stuff to become the new device" thing, but you can't draw it out like that. It's gotta be cartoony, or hidden in a big Compressinator 9000 machine that outputs your little device at the end. With how it was shot, I'm kinda surprised they didn't put Ave Maria over it.
And sure, "all press is good press" when it comes to ads, except I've gone from "not gonna get an iPhone" to "ideally I will never have to touch an Apple product."
