I didn't like the ad. I think the people creating it wanted to imply that it's as if they took all these things and put it in an iPad, where you can still achieve all the creativity while carrying a thin device.
I don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. Maybe if they had made the animation very fast it would've appeared as a joke and not something intended to be taken literally.
Also could've had some artist exit a studio, take the iPad, do a whole bunch of stuff, then go back to the studio and kind of test out/use the tools while reading from the iPad or something like that.
I know some people are saying the reaction is too strong, but trust me if you practice on a piano daily you will not feel good watching it get crushed.
I don't even work in marketing or own any Apple devices.
I don't think it's impossible to convey that message without destroying instruments and creative tools that are precious to so many. Maybe if they had made the animation very fast it would've appeared as a joke and not something intended to be taken literally.
Also could've had some artist exit a studio, take the iPad, do a whole bunch of stuff, then go back to the studio and kind of test out/use the tools while reading from the iPad or something like that.
I know some people are saying the reaction is too strong, but trust me if you practice on a piano daily you will not feel good watching it get crushed.
I don't even work in marketing or own any Apple devices.