{"id":18058,"date":"2024-11-21T00:30:38","date_gmt":"2024-11-21T00:30:38","guid":{"rendered":"https:\/\/gpt.m2mbeta.com\/?p=18058"},"modified":"2024-11-21T00:30:38","modified_gmt":"2024-11-21T00:30:38","slug":"xiaomi-tries-to-make-fun-of-apples-ill-fated-crush-ad-the-result-isnt-great-2","status":"publish","type":"post","link":"https:\/\/gpt.m2mbeta.com\/?p=18058","title":{"rendered":"Xiaomi tries to make fun of Apples ill-fated Crush ad. The result isnt great."},"content":{"rendered":"<div id=\"article\">\n<p>When you come for the king, you best not miss. <\/p>\n<p>That, at least, is what comes to my mind after watching Xiaomi&#8217;s new ad for the company&#8217;s upcoming Xiaomi 14 Civi smartphone.<\/p>\n<p>The short ad, tagged #CinematicVision (Civi for short), is an obvious riff on Apple&#8217;s tone-deaf <a href=\"https:\/\/mashable.com\/article\/crush-ipad-commercial\" target=\"_self\" data-ga-click=\"1\" data-ga-label=\"$text\" data-ga-item=\"text-link\" data-ga-module=\"content_body\">&#8216;Crush&#8217; ad<\/a>. In the clip, a hydraulic press is shown destroying a bunch of instruments and other creative tools to create an iPad Pro, which hit the wrong note with creatives, prompting <a href=\"https:\/\/mashable.com\/article\/apple-ipad-crush-ad-apology\" target=\"_self\" data-ga-click=\"1\" data-ga-label=\"$text\" data-ga-item=\"text-link\" data-ga-module=\"content_body\">Apple to pull the ad and apologize<\/a> for it. <\/p>\n<section x-data=\"window.newsletter()\" x-init=\"init()\" class=\"relative p-8 my-12 mx-auto w-full max-w-3xl border md:p-12 md:my-16 border-secondary-300\" data-ga-impression=\"\" data-ga-category=\"newsletters\" data-ga-module=\"incontent_nl_signup\" data-ga-label=\"mashablelightspeed\">\n<p>\n            Mashable Light Speed\n        <\/p>\n<\/section>\n<p>Xiaomi couldn&#8217;t just let it go, though. The company&#8217;s ad starts in a very similar fashion, but the hydraulic press stops short (breaks down, seemingly) of actually destroying the tools beneath. <\/p>\n<blockquote class=\"twitter-tweet\"><p>\n    <a class=\"text-gray-600\" href=\"https:\/\/twitter.com\/XiaomiIndia\/status\/1792805020900986979\" target=\"_blank\" rel=\"noopener\" title=\"(opens in a new window)\"><br \/>\n        Tweet may have been deleted<br \/>\n    <\/a>\n<\/p><\/blockquote>\n<p>While the intention is likely to show how the company is different from Apple when it comes to destroying beautiful objects and creative tools, it&#8217;s unclear how copying Apple&#8217;s ad achieves that, even in this tongue-in-cheek fashion. Furthermore, with Xiaomi&#8217;s hydraulic press breaking down before it can do the crushing, what&#8217;s the message here? They wanted to crush the stuff, but couldn&#8217;t? <\/p>\n<div class=\"flex mx-auto mt-8 w-full max-w-3xl font-sans text-lg leading-normal md:text-xl md:leading-7\">\n        <span class=\"font-bold text-primary-400\">SEE ALSO:<\/span><br \/>\n        <a href=\"\/deals\/may-21-car-play\" class=\"flex items-center text-secondary-300\"><br \/>\n            <span class=\"ml-1\">This Apple CarPlay and Android Auto wireless adapter is on sale for $99.99<\/span><br \/>\n            <svg class=\"ml-1 w-4 h-4 font-normal fill-current\"><use href=\"\/images\/icons\/spritemap.svg#sprite-arrow-right-thin\"\/><\/svg><br \/>\n        <\/a>\n    <\/div>\n<p>We&#8217;re all for playful teasing among tech giants. Samsung has been doing it for years, including making fun of the <a href=\"https:\/\/mashable.com\/article\/samsung-shades-apple-creativity-cannot-be-crushed-ipad-promo-backlash\" target=\"_self\" data-ga-click=\"1\" data-ga-label=\"$text\" data-ga-item=\"text-link\" data-ga-module=\"content_body\">Crush ad a few days ago<\/a>, and Apple did it for years with its <a href=\"https:\/\/www.youtube.com\/watch?v=0eEG5LVXdKo\" target=\"_blank\" data-ga-click=\"1\" data-ga-label=\"$text\" data-ga-item=\"text-link\" data-ga-module=\"content_body\" title=\"(opens in a new window)\">Mac vs. PC series<\/a> of ads. But if you&#8217;re gonna do it, maybe put a little more effort into it. <\/p>\n<section class=\"mx-auto max-w-7xl\">\n<\/section><\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><script>\n    var facebookPixelLoaded = false;\n    window.addEventListener('load', function(){\n        document.addEventListener('scroll', facebookPixelScript);\n        document.addEventListener('mousemove', facebookPixelScript);\n    })\n    function facebookPixelScript() {\n        if (!facebookPixelLoaded) {\n            facebookPixelLoaded = true;\n            document.removeEventListener('scroll', facebookPixelScript);\n            document.removeEventListener('mousemove', facebookPixelScript);\n            !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?\n                n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;\n                n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;\n                t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,\n                document,'script','\/\/connect.facebook.net\/en_US\/fbevents.js');\n            fbq('init', '1453039084979896');\n            fbq('track', \"PageView\");\n        }\n    }\n<\/script><\/p>\n<hr style=\"border-top: 2px solid #ccc; margin-top: 20px;\">\n<p><em>Source: <\/em> <em><a href=\"https:\/\/mashable.com\/article\/xiaomi-apple-crush-ad\">mashable.com\u2026<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you come for the king, you best not miss. That, at least, is what comes to my mind after watching Xiaomi&#8217;s new ad for the company&#8217;s upcoming Xiaomi 14 Civi smartphone. The short ad, tagged #CinematicVision (Civi for short), is an obvious riff on Apple&#8217;s tone-deaf &#8216;Crush&#8217; ad. In the clip, a hydraulic press [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18058","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=\/wp\/v2\/posts\/18058","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=18058"}],"version-history":[{"count":0,"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=\/wp\/v2\/posts\/18058\/revisions"}],"wp:attachment":[{"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=18058"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=18058"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gpt.m2mbeta.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=18058"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}