Apple’s move
Apple’s advertisement for the new iPad Pro, titled “Crush,” has triggered a lot of debate. The ad is set in an industrial environment where two metal plates progressively come together, crushing objects between them. What objects are these? Among the crushed items, we can see many musical instruments like a trumpet, guitar, drum set, an organ with its sheet music, vinyl records, as well as artworks, speakers, arcades, paintings, CRT TVs, cameras, and others. The commercial concludes with the plates pulling away, leaving the iPad unscathed with the message: “The most powerful iPad ever is also the thinnest.”
Samsung and Heineken raise the stakes
Samsung didn’t let the advertisement go unnoticed and released its own campaign called “Uncrush.” In this spot, a woman picks up a guitar from the ground, where the remains of all the items destroyed by the metal plates lie, and uses a Samsung Galaxy Tab S9 tablet to read the sheet music. Their slogan is “Creativity cannot be crushed,” positions their product as an unbreakable tool of creativity.
Heineken cleverly entered the commercial battle with its “Trumpet” ad, which features the same trumpet seen in Apple’s campaign. The “BoringPhone” saves the instrument, highlighting the slogan: “Whenever smart devices threaten to crush good times, the BoringPhone will be there to save the day.” This is part of a campaign with LePub, emphasizing that while smartphones are useful, they can be too intrusive at social gatherings. Heineken’s “Boring Phone” offers the ideal balance—it’s the phone you need when you don’t need a phone.
Personal Opinion (Nobody asked for)
Regarding the criticisms towards Apple, I can’t say I fully agree with the critics. In today’s AI-driven era, sensitivity is at an all-time high, impacting everything from daily routines to professional landscapes. But let’s give credit where it’s due: Apple demonstrates how the iPad can replace a multitude of objects and tools, particularly beneficial in a world where personal space is becoming more restricted. For young people, the lack of space can be a challenge, but having such a versatile tool that fosters self-expression and encourages exploration across various artistic realms seems like a brilliant idea.