Apple’s Crushing iPad Ad Trashed By Hugh Grant, Justine Bateman & Almost Everyone Else
08.05.2024 - 19:33
/ deadline.com
Apple’s new iPad Pro isn’t hitting the shelves for another week, but the self-described “thinnest Apple product yet” is already being crushed because of a new ad.
Released yesterday at a virtual launch by the tech giant ahead of the new iPad’s May 15 drop, the minute-long ad is called Crush. To that, the TBWA Media Arts Lab created promo with a soundtrack of the Sonny and Cher 1971 tune “All I Ever Need Is You” literally crushes most of the physical history of creativity in a heavy-handed manner that makes the New Coke fiasco of the Reagan Era look like a near win.
As Apple tries to reinvigorate slumping iPad sales, CEO Tim Cook praised the ad and the forthcoming tablet online on May 7 with a “Just imagine all the things it’ll be used to create” call-out. That’s Cook’s job, but the exec seems to be nearly alone in his POV as the ad has generated a scathing backlash from almost everyone else.
Among those taking the tech giant to task for its sheer insensitivity and misstep are Hugh Grant and Justine Bateman.
The often acerbic Wonka star took a bite out of Apple earlier Wednesday:
The destruction of the human experience. Courtesy of Silicon Valley. https://t.co/273XB3CfnF
Creed II scribe and Luke Cage creator Cheo Hodari Coker said the ad was problematic, really:
That Apple ad….is a problem. Not in hip-hop "bad meaning good" problem. But a problem problem.
Well versed anti-AI activist, former Family Ties star and filmmaker Bateman was even more blunt in her reaction:
Truly, what is wrong with you? https://t.co/UBGszYv4CH
In fact, Bateman ever offered up an example of how Apple could fix their self-inflicted wound of destruction:
.@tim_cook, someone corrected your “ad.” https://t.co/x7fWo1pwko
Still, a far, far cry from