iPad Air ad: pencil it in as fabulous

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The ads for iPhone and iPad have usually been very product focused – as opposed to what is loosely described as ‘lifestyle advertising’. The ads for iPhone, for example have featured an extreme close up of the phone highlighting its apps or features. The new ad for iPad Air revealed during the recent Apple event was product focused too, yet different. I loved the way they juxtaposed the visual and the words – leading the viewer to believe that the voice over is referring to an ordinary pencil, which is capable of doing so many great things. Yet, it leaves no doubt in the viewer’s mind that what is being referred to is the iPad Air.

It’s an extremely simple tool, but also extremely powerful. It can be used to start a poem, or finish a symphony.

It has transformed the way we work, learn, create, share. It’s used to illustrate things, solve things, and think of new things.

It’s used by scientists and artists, scholars and students. It’s been to classrooms, boardrooms, expeditions, even to space.

And we can’t wait to see where you’ll take it next. Introducing the thinner, lighter, more powerful iPad Air.

And it takes guts to approve such an ad when (a) your product is revealed towards the very end of the ad (b) very little of the product is actually showcased and (c) there is absolutely no mention of the technical specifications.

Agency: TBWA\Media Arts Lab

Kudos to Apple and the agency on a fab ad.

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