Posts Tagged ‘iPad’

Creating Brilliance Out of Thin Air

November 10th, 2013

I like to say that if a company is getting its advertising right, it’s probably doing other things right as well.  It’s hard to think of a company that better epitomizes that statement than Apple.

Which means that, judging by this new TV commercial, the iPad Air is probably one helluva product.

The ad cleverly makes you think that it’s extolling the many simple virtues of the venerable No. 2 pencil, all the while engaging your interest by slowly zooming in to the changing graphics as said pencil looms larger and larger in the foreground.  The spot ends with the iPad Air being revealed from behind the pencil, a very effective way of conveying that the Air is pencil-thin.

In fact, the ad is so well-produced that half-way through it I started to suspect that it was for an Apple product.  But while that might have slightly spoiled the surprise ending for me, it didn’t affect my perception that the new iPad Air–and anything made by Apple–is best in its class.

So while the pencil might be No. 2, Apple is clearly No. 1.

iPad Mini Ad Hits All the Right Notes

November 16th, 2012

The best commercials are the simplest, and it doesn’t get much simpler than this TV commercial for the iPad Mini.

No announcer.  No claims.  Nothing but 28 seconds of pure entertainment and 2 seconds showing the brand name.  Yet you know within the first few seconds that this must be an iPad commercial.  Which means you’re probably going to want to watch it through to the end, since Apple commercials are always imminently watchable.  In this particular case, even the last note of the commercial is well thought out–the perfect finishing touch.

What I love most is how brilliantly–and incredibly simply–this spot conveys that the Mini does everything the regular iPad does.  They don’t tell you that.  And they only demonstrate one feature of the product.  Yet it leaves no doubt that, as their print advertising cleverly claims, the Mini is “Every inch an iPad.”

And this commercial is every second a masterpiece.