Why does Apple destroying things outrage worthy but Hollywood destroying many more things (in my head for example many classic cars) for a shot, not?
Is it because one is entertaining and one is not?
Hollywood does destroy all sorts of things but that's not their sales pitch to you. It happens in the background. Also it isn't replacing those soulful cars with a new car -- it's using them for a shot.
If you can't see the difference here I think this says more about you being able to put together reasonable comparables for arguments then anything else.
For example using "Australian girl on Instagram that crushes things and dances to their shape" as a comparable is so completely different as to be irrelevant except that there is similarity in something being crushed. It's like comparing a military jet and a mosquito because they can both fly.
To your question - they literally used crush and destroy as their message.
Unforced error on Apples part plain and simple.
But when a company uses this in an ad, THEY are the ones that come off as nihilists, and not in a good way.
If they wanted to express that the ipad CONTAINED all of those older things within it, they could have created this as something like Dr Strange would have done. Like make those items fly into a portal shaped like a giant ipad, and then shrink the ipad with all those items still inside.
Or at the very least, they could have presented the items to be destroyed like they were worn out and broken (and no longer in use), and then presented their destruction as giving them new life through recycling as an Ipad.
This ad will definitely pop into my head the next time I consider buying an Apple device, and not in a good way.
This ad destroys a lot of things people are really really fond about: musical instruments, painting supplies, photography equipment, and record player. And then says that all of those things will be replaced by this "gadget" that won't have the years of life of the piano, guitar, camera, record player, etc.
So it destroys things people care about AND tells you the things you care about don't matter anymore.
I think the difference is that people are very removed from what waste actually is, and when they see what it actually happens all day every day to all those items, shock. We all generate this every day. In the big picture, someone’s old trumpet in an attic is going to end up in a landfill once they move/die/need space. Once it got produced, its final form is landfill.
Even if I don’t believe in the product, and I don’t think of the company very fondly, I lean towards considering the ad anti waste. “You no longer need to buy and store and move and hoard all these things, you only need an iPad”. It’s not saying “go crush all this items to buy an iPad”, it’s saying “don’t generate all this other waste, you can do it all here”
Volume wise at least, there is more waste in the “loved” items, and no one is recycling emoji squishy balls.
Is there also outcry when a Musician destroys a guitar on-stage?
My feeling at the ad wasn't particularly emotional, more curiosity at how much of it was real and how much wasnt. Speakers and art supplies aren't particularly expensive, and the Arcade machine wasn't recognizeably a machine worth keeping. There are plenty of used up pianos out there. The emoji was kinda funny...I don't know what that says about me.
But stating that all those beautiful things "deserve" to be replaced by a thin silicon 3k USD machine by literally destroying them in an industrial crusher?
That's different.
The same Apple destroyed the Big Brother some decades ago in a commercial. The sense of irony!
(Also, a car is a car. The world doesn't share Americans' obsession and weird relationships with cars. A photographer's camera, a musician's guitar are more important.)
The world doesn’t share your own obsession and weird relationships with a camera and a guitar.
What do you create with a car? Amazing driving patterns?