The latest Apple commercial is making waves, boasting the thinnest iPad ever. They showcase all our beloved creative tools—art supplies, spray paint, cameras, pianos, guitars, even emojis—getting crushed to the tunes of Sonny & Cher.
It's a spectacle, really. A nod to those mesmerizing videos of things being crushed, like the Hydraulic Press channel on YouTube. Apple's message? All that creativity now fits in this sleek little device.
As a freelance San Diego copywriter and a creative professional, I have to ask: is Apple missing the mark here?
Apple always positioned themselves as the champion of the creative class, the makers, the thinkers, the challengers. This approach has created a legion of dedicated customers who resonate with Apple's vision.
Is Apple being completely tone-deaf to the reality that developers and designers, two of Apple's core audiences, are losing jobs to automation and AI? Here we see a machine crushing centuries of human achievement and creativity.
What do you think: mesmerizing ad or dystopic harbinger of things to come?
Either way, we’re talking about it.
#branding #shamelesslyhuman