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« Solving the iOS 7 wallpaper problem with Blur | Main | iPad split-screen multitasking »

Apple's 'What will your verse be?' iPad adverts

 

Both of these iPad adverts are inspiring. They both show the iPad being used to create wonderful content, so why am I left feeling underwhelmed?

The cuts are too quick, and the examples of content creation on offer are beyond the average iPad owner. It's all too idealistic. These adverts portray the iPad as the creative tool for outliers, for people who live unusual lives. As inspiring and aspirational as these films are, they are largely ineffective.

The best Apple advert of the post Steve Jobs era is the iPhone Christmas video advert, the one where the young lad captures a moment in time and shares it with his family — ordinary situations made memorable by the full use of everyday Apple devices and applications, this is where Apple should go with iPad advertising, I think. Making the ordinary, extraordinary.

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