After Hugh Grant and Asif Kapadia, Hrithik Roshan slams Apple's "Crush" ad; calls it "Sad and ignorant"
Apple's latest advertisement, titled "Crush," has sparked a debate online, attracting criticism from celebrities and the public alike. Bollywood actor Hrithik Roshan recently added his voice to the growing discontent, calling the ad "sad and ignorant" on his Instagram stories.
The commercial features a hydraulic press crushing various creative tools like musical instruments, paint cans, and gaming consoles. While Apple intended to showcase the thinness and power of the new iPad by contrasting it with bulkier creative devices, the message backfired.
Hrithik Roshan joins British actor Hugh Grant and filmmaker Asif Kapadia who previously expressed disapproval of the ad. Grant called it "The destruction of the human experience. Courtesy of Silicon Valley," while Kapadia criticized it for symbolizing how "tech companies squeeze" artists.
The ad, launched by Apple CEO Tim Cook earlier this month, aimed to highlight the iPhone's processing power and sleek design. However, the focus on crushing creative tools left many viewers feeling that the ad disrespected artistic expression and traditional creative methods. Following the negative reception, Apple reportedly decided to pull the commercial from television airing.
Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG — Tim Cook (@tim_cook) May 7, 2024
Coming back to Hrithik, on the professional front, he was last seen in Fighter, a Siddharth Anand directorial. Co-starring Deepika Padukone, it was released this year in January. Now, he is busy with shooting his next War 2. Helmed by Ayan Mukerji, it will be the sixth installment of YRF’s Spy Universe followed by Pathaan, Tiger 3, War, Tiger Zinda Hai, and Ek Tha Tiger. The upcoming film will also star Kiara Advani and Jr NTR.
Also Read: Hrithik Roshan and Saba Azad join Farhan Akhtar and Shibani Dandekar for double date
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