The recent iPad Pro ad from Apple has stirred up controversy, mainly due to its depiction of various items being crushed to reveal the sleek tablet underneath. Critics argue that the underlying message—that the iPad can replace traditional creative tools—is insensitive to the challenges faced by artists and creators. Filmmaker Asif Kapadia succinctly captured this sentiment, highlighting the exploitation of creative professionals by tech companies. The ad's portrayal of the iPad as a one-size-fits-all solution for creative endeavours has drawn criticism from various quarters.
Is the Concept of the Ad a 'Rip-off'?
Interestingly, the concept of crushing items to reveal a product underneath is not novel. LG utilized a similar approach in its 2008 commercial for the Renoir KC910. The LG ad showcased the phone's features by crushing musical instruments, camera lenses, and paint, unveiling the device as the ultimate tool. Notably, both ads share similarities, including the use of a hydraulic press and the visual motif of destruction followed by revelation.
The Lack of Creativity
While it remains unclear whether Apple’s ad was directly inspired by LG's concept, the parallels between the two are evident. However, LG's commercial did not face the same level of scrutiny. This difference may be attributed to variations in messaging; LG's ad focused on showcasing the phone's capabilities rather than positioning it as a replacement for traditional creative tools. Additionally, the creative landscape in 2008 was markedly different, with digital disruption and the rise of AI still in the early stages.
In Conclusion
While the similarities between Apple's iPad Pro ad and LG's 2008 commercial are noteworthy, the context and messaging surrounding each campaign differ significantly. The controversy surrounding Apple's ad underscores broader concerns about the role of technology in creative fields and the treatment of artists and creators by tech companies.
