Hey Apple, I have this great idea for a next spot where we burn a pile of books. Call me.

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    6 months ago

    This is the best summary I could come up with:


    An advert by Apple for its new iPad tablet showing musical instruments, artistic tools, and games being crushed by a giant hydraulic press has been attacked for cultural insensitivity in an online backlash.

    Advertising industry executives argued the ad represented a mis-step for the Silicon Valley giant, which under late co-founder Steve Jobs was lauded for its ability to capture consumer attention through past campaigns.

    Christopher Slevin, creative director for marketing agency Inkling Culture, compared the iPad ad unfavorably to a famous Apple campaign directed by Ridley Scott called “1984” for the original Macintosh computer, which positioned Apple as liberating a dystopian, monochrome world.

    Actor Hugh Grant accused Apple of “the destruction of the human experience courtesy of Silicon Valley” on X.

    However, Richard Exon, founder of marketing agency Joint, said: “A more important question is: does the ad do its job?

    Nataly Kelly, chief marketing officer at Zappi, said: “Is the Apple iPad ad a work of genius or the sign of the dystopian times?


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