AppleInsider Staff
Apple on Sunday released an ad highlighting its newly launched iPad Air 2 that, like recent commercials for iPad, chooses to demonstrate the tablet's flexibility by showing off a variety of apps, from productivity solutions to multimedia content creation.
The minute-long spot, titled "Change," is a variation on Apple's "Your Verse" ads and harkens back to playful iPod spots from years ago. Like those heavily edited commercials, "Change" puts white iPad Air 2 overlays on top of video, crops scenes into cutouts resembling spinning iPads and applies other techniques to create a tight, fast, action-packed promo.
Set to the frenetic pace of "Who Needs You" by The Orwells, Apple's latest iPad ad runs through real world use cases for apps Post-it Plus, Tayasui Sketches, iStopMotion for iPad, AutoCAD 360, INSA's GIF-ITI VIEWER, Molecules by Theodore Gray, OBD Fusion and Animation Creator HD. Interspersed throughout are smaller snippets of apps like Paper by FiftyThree and The Human Body by Tinybop. A full list of featured apps can be found on an Apple webpage promoting the ad.
As seen above, the ad starts out fullscreen, then slowly letterboxes in on content with white bars until only a sliver — shaped like an iPad, of course — of video can be seen. The ad then flips between video and solid white overlays, creating an interesting effect much like older iPod commercials where dancing actors were screened black, and later in a splash of color, with contrasting white iPods and headphone cords.
Finally, the spot ends with a tagline reading "Change is in the Air."
Apple's iPad Air 2 ad comes on the heels of iPhone 6 spots starring "The Tonight Show" host Jimmy Fallon and singer Justin Timberlake, the most recent of which aired in November touting iOS 8's voice messaging capabilities.
Charles Martin
Amber Neely
Sponsored Content
Malcolm Owen
Oliver Haslam
40 Comments
Not bad! It's a different take from their usual stuff, much less formal and stiff. Gotta imagine this is the internal ad house and not TBWA.
I am pleased to see some of the newer ads for the Apple Products. They show what can and is being done on them. They also show how to do things. I also cannot help but think these ads are much better than the older ads done by outside agencies. Apple can do much better than an outside agency. Show me what the product really can do and does do. Show me how to do. While the PC Man Ads were cute, they did not show me anything. Future customers want to see how easy it is to do powerful things.
I am pleased to see some of the newer ads for the Apple Products. They show what can and is being done on them. They also show how to do things. I also cannot help but think these ads are much better than the older ads done by outside agencies. Apple can do much better than an outside agency. Show me what the product really can do and does do. Show me how to do. While the PC Man Ads were cute, they did not show me anything. Future customers want to see how easy it is to do powerful things.
I'd disagree. The I'm a PC ads served several purposes: Telling people they could run Windows on a Mac, telling them Office was on the Mac, and reminding all the people who were frustrated by XP and Vista that there was a better alternative.
But that style campaign wouldn't work for the iPad, you're right on that. Too many still don't get tablets. The waves of Android-powered garbage hasn't helped that.
Not bad! It's a different take from their usual stuff, much less formal and stiff.
I am pleased to see some of the newer ads for the Apple Products. They show what can and is being done on them. They also show how to do things.
I'd agree with those parts of both your comments, except I'd suggest that they might be aimed a little 'young'.
I've enjoyed a lot of the music in Apple ads over the years, but this was so jarring that, combined with the insane visual pace
of apps and processes I'm not familiar with, I didn't really feel included...I'm sure plenty of you do, though.
But, once again, I feel compelled to give a voice to Geezer Nation...
All that really matter is that these Apple ads look nothing at all like all the other ads that are not Apple. As long as everyone else all do the same Apple bashing ads, that makes it really easy for Apple to just not do that and automatically differentiate themselves from everybody else, which is exactly the mystique that Apple seeks to instil in their ads. They must be pissing themselves how easy it is very time they see another Apple bashing Ad.