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Not super creative conceptually, but the execution is amazing. This is pretty common with many Apple ads, though.

The backlash I don’t understand.

likesmart

Feels like one of the first ideas from a junior team in their first brainstorming session.

like

Idea isn't that special, backlash or no.

like

my initial take (Before I knew it was so hated): It’s not an idea, it’s a basic, one-dimensional tactic. A bit lazy and hoping superior production would hide its warts. I was a bit confused why things were being crushed rather than shrunk or optimized, but I figured it was because it made for a more interesting visual. And I got the point.

As a creative, I was more offended by the fact that it lacked concept than that it was crushing creativity.

I actually liked it and then felt dumb (for liking it) after reading all the complaints on good ole linkedin.

like

Same. I didn’t make the metaphor until reading dumb headlines.

Then it’s even worse.

like

basically, how a beautiful ripe tomato becomes a ketchup packet. the slobs who squirt it on their macfries don't care how it came to be or the farmer who grew it from a seed.

It’s not that it’s offensive per se, it’s a manifestation of Apple slowly losing its soul. Apple is no longer about seamlessly connecting tech and humans. The ad is the equivalent of smashing a beautiful ripe tomato into a ketchup packet.

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