But they are metaphorically compressing them. If you put a grand piano under a hydraulic press, it doesn't turn into an iPad at the end like it does in the ad.
Compressing in software terms means it doesn't get destroyed. Just compacted. You can uncompress it and it gets restored, maybe with a small loss.
In the ad, the furniture etc was completely destroyed.
If you're being serious, I guess that shows how this could have passed review without anyone going "hang on, is this ad really saying what we want it to be saying...?"