Apple’s Redemption: Transforming ‘CRUSH’ Controversy into Artistic Triumph with ‘Made On iPad’
Apple’s New iPad Pro Ad Masterfully Merges Tech and Creativity, Redeeming Past Missteps
Apple’s latest iPad Pro commercial, “Worlds Made on iPad,” is a thoughtful response to the previous “CRUSH” ad, addressing the criticisms and presenting a more balanced view of technology and creativity. Let’s go into the details considering the context of the past controversy and the current ethical pixel landscape in advertising.
The new commercial subtly acknowledges the missteps of the “CRUSH” ad, which was criticized for its apparent dismissal of traditional creative methods in favor of digital tools. By showcasing diverse and imaginative artistic expressions created with the iPad Pro, Apple makes a clear statement: technology can enhance, rather than replace, human creativity.
The commercial’s narrative arc is cohesive and uplifting, in stark contrast to the “Crush” ad. It emphasizes the collaborative potential of technology and human creativity. The transitions between different art styles symbolize the seamless adaptability of the iPad Pro in various creative workflows. The background score, “Concentrate” by Billy Lemos (feat. Dua Saleh), complements the visual transitions and maintains an engaging rhythm throughout the ad.
The ad mildly underscores the advanced capabilities of the M4-equipped iPad Pro without overshadowing the artists’ creative processes. By projecting the animated environments on a green screen and showing actor Sofia Wylie interacting with them, the commercial effectively demonstrates the practical application of the iPad Pro in real-world creative scenarios. This approach contrasts sharply with the “Crush” ad, which was criticized for making the technology appear as a replacement for traditional tools rather than an enhancement.
Creators using Apple products can consider”Worlds Made on iPad” as an implicit apology for the missteps of the “Crush” campaign. By featuring real artists and their unique styles, Apple acknowledges that technology is not a replacement but a powerful tool that can amplify and diversify artistic expression. The ad positions the iPad Pro as a bridge between the analog and digital worlds, affirming that human creativity remains at the core of artistic endeavors.
Apple’s shift in messaging reflects an understanding of its responsibility towards its consumers, particularly artists who are also on traditional methods. By showcasing the iPad Pro as a tool that complements rather than competes with conventional art-making processes, Apple demonstrates a commitment to ethical advertising practices.
This ad is a prime example of how companies can learn from past mistakes and create content that resonates positively with their audience while adhering to ethical advertising practices.
