The Drum Awards Festival - Official Deadline

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By Richard Draycott, Associate Editor

May 8, 2024 | 2 min read

The launch of the new 13-inch iPad Pro is supported by a ‘smashing’ new 70-second ad spot, aptly called ‘Crush,’ that is The Drum’s Ad of the Day.

To demonstrate all the tech packed into this incredibly thin product, the ad features an industrial-scale crushing machine that flattens a series of objects chosen not just for how well they crush but to tell the story of all the wonderful things you can do on iPad Pro.

Set to All I Ever Need is You by Sonny & Cher, the film, created in-house by Apple, culminates with everything being crushed into the thinnest product the company has ever made, coming in at just 5.1mm thick.

Much like many Apple ads before, the film is an interesting visual delight and while you pretty much know where it is taking you from the beginning, who doesn’t enjoy watching cans of paint, pianos, computers, artworks and emojis having the life squeezed out of them? The ad is guaranteed to keep viewers watching right to the end and will also get plenty of second and third views.

‘Crush’ will be broadcast on TV and across social, digital and YouTube.

Another film to support the product launch, ‘iPad v Nano,’ was created by TBWA\Media Arts Lab and further demonstrates how the new iPad is even thinner than the already thin iPod Nano.

According to the brand performance platform Kantar Marketplace, this ad didn't resonate positively with viewers at all. It scored terribly in the consideration category, meaning purchase intent and brand awareness were extremely low.

Viewers deemed the brand association to be low and the emotional attachment to the ad wasn't great. Enjoyment from the spot was a little bit higher though, sitting smack bang in the middle, which indicates audiences might have found it entertaining, if nothing else.

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