Apple's "Crush" TV Commercial Says the Quiet Part Out Loud
The cult of technology despises everything associated with humanity
In case you wonder what technologists' view of the human experience is, Apple's new TV commercial illustrates it perfectly. In the aptly-named “Crush” ad, a stack of objects representing human creativity and joy are brutally destroyed in a giant industrial press.
The camera lingers gleefully on the destruction of a trumpet, a clay sculpture, and a guitar. Paint cans are crushed onto a piano, defiling the beautiful instrument with their multi-colored blood before it too is smashed into sawdust. Camera lenses shatter in slow-motion, and an artist’s maquette stands posed as if to ward off its impending doom.
A turntable plays a jaunty tune proclaiming “all I need is you,” as a cute little toy’s eyes bulge in what looks like agony before it bursts. It is a visual that could only be humorous to a sadist.
Once all these real, tangible items have been utterly pulverized, the commercial offers us the opportunity to purchase “the most powerful iPad ever.”
Presumably, the intention behind this ad is to suggest that the iPad is so powerful, it renders all other forms of endeavor and enjoyment obsolete. But how distorted must one’s worldview be to believe this? How out of touch with your essential humanity do you have to be before you think it’s more desirable to rub your fingers on a glass screen than to use them to mold clay, dip a brush into paint, or strum guitar strings?
Once a few actual human beings saw the ad, they hated it, and Apple quickly yanked it off the air. It was also pointed out that a virtually identical ad was done by LG 15 years ago, making the entire concept not only abhorrent but also unoriginal.
Whether intentionally plagiaristic or not, the cult of technology showed its hand. Artisans - the kind whose tools and instruments are pulverized in these commercials - strive to enhance our humanity. Technologists hope to destroy it.
The core of that Apple sure is rotten. Golly, missed this 'un, I had no idear that such a dystopian hellish "spot" (blight?) in the whirled of advertisin' made such a regrettable appearance, but it sure is heartenin' ta know folks HATED IT so much the Come-PanYe had to apologize! Score a "pernt" fer humanity!
As we speak (finally!) there is some hope--some kool-kids are exchangin' smart (dumb) phones for real music & conversation -- https://www.youtube.com/watch?v=oN2zIoImDN0 (My 2 never had 'em--to this day they share one flip phone--but I'm stubborn!)
I just discovered that Sir Elton (arguably a "once" creative ball'o'fire) wanted ta burn down the internet! Literally asked that it be shut down for a good 5 years. One quote: “[It’s] stopped people from going out and being with each other, creating stuff … In the early seventies there were at least ten albums released every week that were fantastic. Now you’re lucky to find ten albums a year of that quality.” We hate to admit it (what with our being a Website and all), but he may have a point — maybe the Internet really has ruined music!" Go Sir Elton! (I'm act'chully not fer the full shut down've the innertubes--I'd be sore if we all lost substack!) But still... he too said the quiet part out loud
Finally this calls ta mind the tee-riffic an' always hilarious (however woke) Fran Lebowitz who stated recently, "So, I’m not surprised that people my age are addicted to these iPhones and stuff because they’re actually formulated to be addictive. So it’s not surprising to me, anyone can be addicted to anything. You know, all kinds of substances are addictive, and anyone could fall prey to that addiction no matter what age you are when you try it. So I’m not at all surprised. Of course it’s much different, you know, for someone who is old to be addicted to these — because, they do remember, if you remind them, a world before these devices. "
Yup, we DO remember (even those of us not quite so "senior"as Fran.) Avoid the cult, avoid the "addiction" -- an' hope ta read as much as Fran does!
I love Fran who owns only a landline phone, not even a typewriter, an' is as ornery as the waiters at Ratners (if ya ever had the "privilege"--ornery is bein' generous...)
I remain hopeful that this iz a GOOD SIGN -- folks are slowly startin' ta see it. I heard the palm scanners at Whole Paycheck didn't go over well either (hooray). Now if that apple would only FALL from the money tree....