Tech giant Apple found itself in hot water after releasing its latest advertisement for the iPad Pro. Titled ‘Crush’, the ad featured a giant hydraulic press crushing various creative objects, ostensibly to showcase the sleek design of the new iPad Pro. However, the commercial drew sharp criticism from Bollywood actor Hrithik Roshan and other notable personalities, who labeled it as ‘sad’ and ‘ignorant’.
Hrithik Roshan took to his Instagram story to express his disapproval, reflecting sentiments echoed by Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett, among others. They condemned the ad for its perceived insensitivity towards creativity and the wanton destruction of creative tools depicted.
The advertisement’s reception among viewers mirrored the concerns raised by celebrities, with social media platforms flooded with comments expressing disappointment and dismay over its message.
In response to the backlash, Apple issued an apology and withdrew the ad from television airing. Tor Myhren, VP of marketing communications at Apple, acknowledged the misstep, emphasizing the company’s commitment to fostering creativity worldwide.
Acknowledging the importance of creative expression, Myhren reassured consumers that Apple values creativity and respects the tools that facilitate it. He expressed regret for any offense caused by the ad and pledged to learn from the experience to ensure future marketing campaigns align with Apple’s core values.
The swift action taken by Apple reflects its dedication to addressing consumer feedback and upholding its brand values. Moving forward, the company aims to continue promoting creativity while ensuring sensitivity and respect in its advertising strategies.
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