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Apple’s Crushing Ad: A Case Study in How Not to Advertise Creativity
Apple’s Crushing Ad: A Case Study in How Not to Advertise Creativity

Apple’s Crushing Ad: A Case Study in How Not to Advertise Creativity

In the world of advertising, there are few things more important than getting people talking. But sometimes, getting people talking can backfire in a spectacular way. That’s exactly what happened to Apple with their recent ad campaign for the new iPad.

The ad, which featured a hydraulic press crushing a variety of everyday objects, was met with widespread criticism. Many people found the ad to be destructive and against creativity. Actor Hugh Grant even chimed in, calling the ad “a depressing metaphor for the corporate world’s crushing of the human experience.”

The video has elicited unfavorable comparisons to one of Apple’s most iconic commercials from 1984. Reflecting its release year and inspired by George Orwell’s novel, the commercial features an athlete rebelling against a dystopian regime. One viewer commented that the new advertisement was “almost quite literally the exact opposite,” while another suggested that Apple had “become the very faceless cultural force they opposed in 1984.” Another individual described it as “a visual and metaphorical bookend” to the original advertisement.

Apple was quick to apologize for the ad, pulling it from television and issuing a statement saying that it “missed the mark.” But the damage was already done. The ad had become a social media sensation, and Apple was being roundly mocked for its tone-deaf message.

So, what went wrong? Here are a few key takeaways from Apple’s ad debacle:

  • Misunderstanding your audience: Apple’s ad seems to have been based on the assumption that people would see the iPad as a tool that could help them overcome creative roadblocks. But many people in the creative community saw the ad as a threat to creativity itself.
  • Failing to consider the emotional impact of your ad: The ad’s imagery of destruction was simply too negative for many viewers. It left them feeling anxious and upset, rather than inspired.
  • Not being clear about your message: What was Apple trying to say with this ad? The message was so muddled that it’s no wonder that people interpreted it in so many different ways.

The Importance of Empathy in Advertising

Advertising is all about persuasion. But in order to persuade people, you first need to understand them. You need to know what they care about, what motivates them, and what their emotional triggers are.

Apple’s ad failed on this basic level. The company seems to have been so focused on creating a visually striking ad that they forgot to consider how it would make people feel.

In today’s world, consumers are more sophisticated than ever before. They’re not going to be swayed by ads that are manipulative or out of touch. They want ads that are genuine, that resonate with their emotions, and that make them feel something.

How to Create Ads That People Will Love

So, how can you create ads that people will love? Here are a few tips:

  • Focus on the benefits of your product or service. What can your product do for people’s lives? How can it make their lives better, easier, or more enjoyable?
  • Tell a story. People connect with stories. Use your ad to tell a story about how your product or service can help people achieve their goals.
  • Use humor. Humor is a great way to disarm viewers and make them more receptive to your message.
  • Be authentic. Don’t try to be something you’re not. People can spot a fake a mile away.
  • Be clear about your message. What do you want people to take away from your ad? Make sure your message is clear, concise, and easy to understand.

Apple’s Response: A Missed Opportunity?

Apple’s apology for the ad was swift and sincere. But some critics have argued that the company missed an opportunity to turn the negative publicity into something positive.

For example, Apple could have used the ad controversy as a springboard to launch a new campaign that celebrated creativity. They could have partnered with creative professionals to show how the iPad can be used as a tool for creative expression.

Instead, Apple simply pulled the ad and moved on. This is a missed opportunity, according to some. The company could have used the controversy to generate even more buzz for the iPad.

The Final Word

Apple’s ad campaign for the new iPad is a case study in how not to advertise creativity. The ad was tone-deaf, destructive,and ultimately ineffective. But there are some valuable lessons to be learned from Apple’s mistake. By following the tips above, you can create ads that are both creative and effective.