Crush? Video Marketing Examples #154

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

We write a LOT of content celebrating video marketing done right.

What about when it goes wrong?

Apple’s new ad - ‘Crush!’ - for the iPad Pro has certainly got people talking…and not necessarily in a good way.

The idea is a good one, in theory. It highlights a series of objects being crushed by an industrial crushing machine - the objects being chosen to represent all the amazing things you can do with this super-thin product.

Unfortunately, Apple didn’t really read the room on this one. Creators like those things: musical instruments, paint, cameras. Crushing them doesn’t make Apple heroic in the eyes of the viewer - it makes them the villain.

This is still a developing story with plenty of opportunity for Apple to reclaim the narrative. Some will argue that there’s no such thing as bad publicity and that, actually, if you want to be disruptive, upsetting people is an inevitability.

But you can see a few examples of the sort of reply the ad has pretty much unanimously received…

Feeling inspired?

The takeaway lesson here is really simple.

Know your audience!

Understand what they like, and dislike.

(And don’t cast yourself as an opponent to the things they like!)

Let us know what you think of the ad: is this an own-goal? Or do you have to break a few eggs to make an omelette?

And if you’d like to talk about your next video project - click the button below!