Apple apologises after piano crushing ad backlash

In the world of marketing, striking the right chord with your audience is crucial. But what happens when a seemingly innocuous advertisement strikes a sour note, sparking outrage and condemnation instead? This was precisely the scenario that tech giant Apple found itself in recently, as a promotional video featuring a piano being crushed stirred up a storm of controversy and led to an unexpected apology from the company.

The ad in question, initially intended to showcase the durability of Apple products, depicted a series of everyday objects being subjected to the weight of a hydraulic press. However, it was the segment featuring a grand piano meeting its demise under the crushing force that triggered a wave of backlash. Critics swiftly took to social media platforms to express their dismay, with many condemning the ad as insensitive and disrespectful to musicians and the arts community.

The situation

The situation was exacerbated by the timing of the ad’s release, coinciding with a period of heightened sensitivity surrounding cultural preservation and environmental sustainability. As discussions around the importance of preserving heritage and reducing waste gained traction, Apple’s portrayal of wanton destruction was perceived as tone-deaf and out of touch with prevailing societal values, evoking feelings of loss and disregard for the craftsmanship and artistry associated with the instrument.

The responses beneath Mr. Cook’s post on X have been notably negative, with one individual deeming it “highly offensive,” while another expressed feeling “embarrassed to be associated with Apple products.”

Individuals situated in Japan seem to be prominently featured among the critics, with some asserting that the ad lacked reverence.

Some attributed this sentiment to “tsukumogami” – a term derived from Japanese folklore describing an object that may harbor a spirit or even possess a soul of its own.

Explaining further, one person stated, “The act of destroying tools is disrespectful and offensive to us Japanese,” while another emphasized that musicians hold their instruments “in higher regard than life itself.”

Furthermore, the video has been unfavorably juxtaposed with one of Apple’s most renowned commercials from 1984.

The earlier ad, referencing its year of release (and George Orwell’s novel), portrays an athlete rebelling against a dystopian future.

A user remarked that the new ad was “nearly the polar opposite” of this iconic commercial, while another suggested that it portrayed Apple as “the faceless, culture-destroying entity they once opposed in 1984.”

For another observer, it served as “a visual and symbolic conclusion” to the original advertisement.