Ad of the day: Apple crushes everyday objects to promote thinnest device ever

The launch of the new 13-inch iPad Pro is supported by a stunning new 70-second ad spot titled “Crush”: “The Drums Ad of the Day.”

To demonstrate all the technology packed into this incredibly thin product, the ad features an industrial-scale grinder. This machine flattens a series of objects chosen not just for how well they grind, but also to tell the story of all the great things you can do with your iPad. Professional.

Produced in-house by Apple, the film “Set to All I Ever Need is You” has been shredded entirely into the company's thinnest product ever, culminating in a thickness of just 5.1mm.

Like many of Apple's previous ads, the film is visually interesting, and even though you pretty much know where it's going to take you from the get-go, you'll see a lot of things like paint cans, pianos, computers, works of art, and more. Who doesn't love seeing emojis squeezed out of life? they? This ad is guaranteed to keep viewers watching until the end, and will often generate second and third views.

“Crash” will be broadcast on TV, as well as social, digital and YouTube.

Another film supporting the product launch, iPad v Nano, was created by TBWA\Media Arts Lab and further shows that the new iPad is even thinner than the already thin iPod Nano.

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