> You either get the symbolism of "let's crush all remaining vestiges of creative culture" or you don't.
Correction: you either choose to believe that's the symbolism, or you don't.
I "get" it, intellectually, but I don't think that was the intent of the advertiser, nor do I think it's the obvious interpretation of the ad. The obvious interpretation, to me, was "hey, we can piggyback on this hydraulic press channel meme and sell iPads!"
Tellingly, few people care that the hydraulic press channel exists, despite actually crushing all sorts of stuff [1]. See also: the viral "does it blend?" ads [2], and any number of music videos or performances where instruments are destroyed [3] (practically a meme unto itself), etc.
The intent behind media matters but isn't all that matters. How people might interpret something is important (albeit often unpredictable).
I think the symbolism of "let's crush all remaining vestiges of creative culture" is a pretty obvious _potential_ interpretation from a _non-trivial amount_ of people. In that sense it is an interpretation that matters for our present discourse, even if it isn't the interpretation that the creator of the ad intended.
> How people might interpret something is important (albeit often unpredictable).
It's a big world out there. There are literally billions of possible ways that people can interpret whatever you put out in the ether, and many of them are...precious...to the extreme. Worry too much what any one of them is going to think, and you won't do anything.
The obvious conclusion, to quote every influencer on the internet, is: "Haters gonna hate", but admittedly, I don't work in Apple PR.
I don't think the ad intend this messaging. I do think it unfortunately parallels what many advocates of AI do believe, strongly. And that's what people are reacting to.
I think the ad is a bit a Rorschach test. Most people see a butterfly. Others see man violently stabbing a bicycle, and that says more about them than the creators of the ad.
basically agreed, except I think that the latter group is 90% comprised of people who see an opportunity for performative angst and/or attacking Apple.
Or, you know, _only_ seeing the butterfly and then being dismissive about other interpretations, maybe people who do that also have things revealed about them. ;)
I find it incredibly hard to believe they had no idea what message they could be sending. Everything reacts to its destruction. They choreographed the final moments of each prop to show pain.
The hydraulic press channel does not do that. Their videos convey enthusiasm and sheer glee.
Correction: you either choose to believe that's the symbolism, or you don't.
I "get" it, intellectually, but I don't think that was the intent of the advertiser, nor do I think it's the obvious interpretation of the ad. The obvious interpretation, to me, was "hey, we can piggyback on this hydraulic press channel meme and sell iPads!"
Tellingly, few people care that the hydraulic press channel exists, despite actually crushing all sorts of stuff [1]. See also: the viral "does it blend?" ads [2], and any number of music videos or performances where instruments are destroyed [3] (practically a meme unto itself), etc.
[1] including instruments (listen to the guitar 'scream' under the press!): https://www.youtube.com/watch?v=zsQOKKE7UbM
[2] they blended a skeleton! oh, the symbolism! https://www.youtube.com/watch?v=AsTZm7QtY84
[3] boom go the guitars (this, apparently, was not the one moment that mattered): https://youtu.be/QvW61K2s0tA?feature=shared&t=175