Apple launches new films as it reveals its thinnest product ever: The 13-inch iPad Pro
Today Apple has revealed its thinnest product ever: the powerful new 13-inch iPad Pro. To accompany the launch, Apple has launched two films ‘Crush’ created in-house by Apple and ‘iPad Vs. Nano: The thinnest Apple product ever’ created by TBWA\Media Arts Lab.
At just 5.1 mm thin, the new thin and light design of the 13-inch iPad Pro features a breakthrough Ultra Retina XDR display and outrageously fast M4 performance with powerful AI capabilities. The versatility and advanced capabilities of iPad Pro are also enhanced with all-new accessories, including Apple Pencil Pro, which brings powerful new interactions that take the pencil experience even further.
The iPad launch campaign includes two film executions and a non-traditional print ad which demonstrate how the new iPad Pro delivers the ultimate combination of unbelievable performance, for pro-level work flows, in an impossibly thin package.
Set to the tune “All I ever Need is You” by Sonny & Cher, ‘Crush’ culminates with everything being crushed into the thinnest product Apple has ever made. The new iPad Pro is packed with a wealth of pro features, apps, and possibilities.
To demonstrate all that is packed into this incredibly thin product, Apple crushed a series of objects in an industrial sized crusher. Each shot was practically captured in-camera. Objects were chosen not just for how well they crushed, but to tell the story of all the wonderful things you can do on iPad Pro. For iPad Pro, apps like ‘Logic Pro’ and ‘Final Cut Pro,’ musical instruments and editing tools were used. Cans of paint and art supplies speak to apps like ‘Procreate’ and ‘Adobe Fresco.’ Rubber emojis were used to bring even more iPad joy, because inevitably things that squish just look cool when crushed.
Twelve years ago, Apple launched the 7th Generation iPod Nano, its thinnest product ever at an astounding 5.4mm. Fast forward to 2024, Apple dethrones its thinnest product with the launch of the new 13-inch iPad Pro with an impossibly slim width of just 5.1mm. In ‘iPad Vs. Nano’ Apple presents a striking, yet simple visual — a side by side game of millimeters featuring the iPad Pro next to an iPod Nano.
‘iPad Vs. Nano’ will live on YouTube and social.
Crush
Agency: Apple
Production Company: Iconoclast
Director: Vania & Muggia
DOP: James Laxton
Post- Production: A52
Editor: Leo Scott
Music: Sonny and Cher – ‘All I Ever Need Is You’
Sound Designer/Mixer: Jon Shamieh
iPad Vs. Nano
Agency: TBWA\Media Arts Lab
Production company: BeGrizzlee, (Fernando Cardenas, Director)
Editorial company: Exile
Finishing: Trafik
Music: Model Citizen Creative
33 Comments
F*ck that’s good.
Don’t they? They just get the power of showing rather than saying. No laundry list of features. Just a single minded proposition executed in a memorable way. It’s advertising. It’s simple. And this isn’t even one of their best ones. Clients, do clients read this blog? Well, if you do, please remember this is how the best marketing department in the world advertises its products. Products which are, I’m sure, far, far more complex and feature-packed than your car or your beer or your yogurt or whatever else you think the world needs to know every single thing about. Creatives, keep fighting to make things as simple as this. Sometimes you might just get what you ask for.
Smashed it.
The art department nailed it. So did the sound person. Sonny and Cher? Genius.
Because…
They just have one of the biggest brands in the world that is part of culture.
With big iconic products that can own single minded product featured spots.
With big spends for global markets that encourage simplicity.
With big thinking marketers who are ambitious and driven.
With big book creatives (usually ex golden age W+K) who go big to deliver round after round of scripts until something gets the go ahead.
Brands like Apple will continue to make great work because they’re positioned to.
A big difference from what we do down here.
This is great.
But it could only be great because the company bothered to develop a proper product benefit.
It could only be good because the client was prepared to be single minded.
It could only be good because the creative team took a lateral, but simple leap on the single minded benefit.
It could only be good because the client spent money on it.
All of these things that need to happen are simple enough, but depressingly rare.
i care about how thin things are
I absolutley love this….
…and done by A52 the same people who did ‘Civil War’ my favourite film for 23/24
Brilliant, Brilliant, Brilliant.
That’s A24, mate.
Yummy. So good in every aspect. Not a frame wasted. I was expecting the logo to be squashed at the end.
You can only do a single minded ad because you have a famous product and people who used to work at W+K as the creatives? deeply concerning way of thinking about advertising. May you never be in charge of a marketing department.
But also it’s one reason *why* they’re one of the biggest brands in the world. An exceptional approach to marketing, with taste and simplicity and single-mindedness from day one.
The comments here are way out of touch with the reaction on social media. People aren’t liking seeing unique things crushed to create a thin, bland block. The craft may be amazing, but the message is weirdly brutal and even antagonistic: creative person, abandon uniqueness, embrace the grey.
That’s what art does. It provokes. It makes people feel something.
Better than the 99% of advertising that is built to fill squares on a spreadsheet and scream nothing into a void.
The only people who use ipads are boomers looking at wikipedia articles to prove their children wrong (only to find out that they are wrong), toddlers watching creepy spiderman and elsa videos after going down a youtube rabbit hole and art directors who write them off for tax but unfortunately never get to use them.
Everyone else seeing this ad will just see the destruction and waste of perfectly good things.
I can’t wait to get this so my 2yo can watch Bluey on it.
It is actually a laundry list of features just condensed in a simple way.
You are simply projecting what you, yourself are seeing – the destruction of things. Don’t you just hate it when you hate perfect ads?
As I said to my 101 advertising class at Swinburne last night: « What is the most important ingredient you need to make a great ad? Before anything else. »
Simplicity.
https://www.nytimes.com/2024/05/09/technology/apple-ipad-ad-crush-apology.html
Boomer’s children? Boomer’s children are parents of children, lol.
i think this ad is great.
i’ve been noting the backlash on social media, but that’s what social media is now – a place for extreme opinions to register anger over ANYTHING. i’ve stopped taking it too seriously.
I’m a boomer with an iPad. But I mainly use it to watch porn.
Just saw this ad in reverse. it shows a thin iPad opening up a world of cool shit. Way better.
nice call.
Who at Apple allowed this treatment and video to go thru . There was a million more better ways to get this idea across rather than smashing crushing destroying all the sacred tools and instruments we have used to create and express ourselves .
The directors really thought they were making something that would go viral and connect with people ?? Hahahahha
Total Fail
Honestly thought this was cool
The whole ‘destruction of creative stuff ‘ never even crossed my mind
But yes, as someone else said, it’s created dialogue and discussion making this ad seen and felt a lot more than if it didn’t
If you can’t see why that’s a win I don’t know what your definition of good advertising would be
https://www.theguardian.com/technology/article/2024/may/09/apple-ipad-ad-prompts-online-backlash
I’m glad people are offended. That’s the whole point of a good ad. Some love it, some hate it. But you get noticed. Make me laugh, make me cry but whatever you do, don’t bore me.
It’s a great ad. Literally the only thing wrong with it – is how similar it is to this ad from 2015: https://www.youtube.com/watch?v=NcUAQ2i5Tfo&t=30s
This is a tone deaf ad that apple has since apologised for. It’s that simple.
those Real Fruit Roll Up adds from the 90’s then – wouldn’t want anyone getting offended about squashed fruit. We should probably get rid of car crash scenes in action movies too and Volvo should probably stop crash testing their vehicles.