Brand Runner

Apple's Creative Destruction: Unpacking the "Crush" Ad Debacle

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In this explosive solo episode of Brand Runner, we dissect Apple's disastrous "Crush" ad campaign that sparked outrage across the creative community.

From the disturbing industrial visuals to the cringe-worthy implications of AI replacing human artistry, we'll unpack what forced a rare public apology from the tech titan. You'll hear shocking details about an emotional test screening that should have been a major red flag, and why this $3 billion marketing misfire highlights the importance of getting creatives right before going live.

Tune in for an insightful autopsy of one of Apple's most controversial campaigns in years - a cautionary tale of what happens when marketing meets tone-deafness.

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Links

  • Ad Age "Apple apologizes" article https://adage.com/article/digital-marketing-ad-tech-news/apple-apologizes-ipad-pro-crushed-ad-it-missed-mark/2559321
  • The 2024 Apple iPad ad https://youtu.be/XTi5cGnVTzQ
  • The 2008 LG Renoir ad https://youtu.be/NcUAQ2i5Tfo?feature=shared
  • Hydraulic press compilation https://youtu.be/XTi5cGnVTzQ
  • The emotional testing from System1 https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-ugcPost-7195742654964383744-j-gC/
  • Brand Runner podcast episode about AI and the future of marketing https://podcasts.apple.com/podcast/brand-runner/id1685793277?i=1000612304664

    • All opinions are Fabien's.

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    Brand RunnerBy Fabien Hameline