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
Seriously this is the word advertisement I've ever seen. Why the fuck did they linger so lovingly on the squeaky ball getting brutally murdered? That was the climax of the ad, the money shot. What the actual fuck caused them to blow up that little squish boi and go "People will want to buy our product now. These things you love? We are smashing them. We are absolutely destroying them. We are making a point of showing you that, regardless of your art, we are willing to destroy the tools you love in the name of progress."
As the person above me said, the intent is obvious. But good intent with bad execution doesn't change the fact that you just made me feel upset at and disgusted by your shiny expensive new toy. My gut reaction isn't me going "Oh yes, I see the intent." My gut reaction is me going "Why the fucking fuck did you do that omg fuck all the way off."
