In case you wonder what technologists' view of the human experience is, Apple's new TV commercial illustrates it perfectly. In the aptly-named “Crush” ad, a stack of objects representing human creativity and joy are brutally destroyed in a giant industrial press.
The camera lingers gleefully on the destruction of a trumpet, a clay sculpture, and a guitar. Paint cans are crushed onto a piano, defiling the beautiful instrument with their multi-colored blood before it too is smashed into sawdust. Camera lenses shatter in slow-motion, and an artist’s maquette stands posed as if to ward off its impending doom.
A turntable plays a jaunty tune proclaiming “all I need is you,” as a cute little toy’s eyes bulge in what looks like agony before it bursts. It is a visual that could only be humorous to a sadist.
Once all these real, tangible items have been utterly pulverized, the commercial offers us the opportunity to purchase “the most powerful iPad ever.”
Presumably, the intention behind this ad is to suggest that the iPad is so powerful, it renders all other forms of endeavor and enjoyment obsolete. But how distorted must one’s worldview be to believe this? How out of touch with your essential humanity do you have to be before you think it’s more desirable to rub your fingers on a glass screen than to use them to mold clay, dip a brush into paint, or strum guitar strings?
Once a few actual human beings saw the ad, they hated it, and Apple quickly yanked it off the air. It was also pointed out that a virtually identical ad was done by LG 15 years ago, making the entire concept not only abhorrent but also unoriginal.
Whether intentionally plagiaristic or not, the cult of technology showed its hand. Artisans - the kind whose tools and instruments are pulverized in these commercials - strive to enhance our humanity. Technologists hope to destroy it.