[fullshark]

1. Conveys the idea that the ipad has all these creative / cultural digital services on it

2. Conveys the idea that it's thinner than ever

3. Seeing stuff get destroyed by a hydraulic press is attention grabbing, and gets you to look at the TV during that commercial break.

I get why they did it, it's striking. They just didn't understand just how massive the freakout in the creative arts industry is right now over technology companies, and why it would cause a backlash.

[marcosdumay]

On #1, people were very well aware of it already. All this ad does is making them reconsider the company's intent and see it as an enemy trying to destroy the services, instead of a friend making them easier to get.

On #2, it doesn't do that very well. For a start, the press never smashes the tablet itself.

This commercial is very well done with the purpose of making people revolt. Every element is perfect. I wonder if there was some miscommunication and the authors expected the scenes to be used in a different way.