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Apple's New iPad Ad, "Crush": Who Thought This Was a Good Idea?
The dystopian spot, which depicts the relentless destruction of instruments and artworks, marks a dark turn for the company and begs the question: Will 2024 be like 1984?
It seems at first like a brilliant, if unsubtle, piece of dystopian satire: countless symbols of human creativity — books, musical instruments, artworks, arcade games — crowded onto a platform and slowly, painfully, sadistically pancaked between the massive metal jaws of a machine. One almost expects the new clip, titled “Crush,” to end with a rueful answer to that slogan, one that reflects a widespread anxiety about the global advance of fascism and the inexorable rise of artificial intelligence: “2024 will be like 1984.” The geniuses behind “Crush” nevertheless made sure to include anthropomorphic figures — a drawing manikin, a clay bust, an Angry Bird, smiley faces whose eyes pop out under the strain — to make the slow destruction feel more like cruelty, and the final clampdown more like the eradication of life.
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