Last night I saw the new TV ad for the iPad 2 for the first time, and then a couple more times during the night as well. This morning I’ve watched it several more times at the Apple site. Here’s my quick thoughts on it:
I love this ad. Think it’s the best ad they’ve ever done for any of their mobile devices, and that’s some stiff competition too. It may not be the simplest one or the one with the most mass appeal, but as just a poetic and perfect mission statement for the iPad, it is (as the superb Guinness ads used to say) Pure Genius.
Peter Coyote is excellent on the voiceover, and the ad manages to say so much about why the iPad is great in just 46 words. Here they are:
This is what we believe: technology alone is not enough.
Faster, thinner, lighter – those are all good things … but when technology gets out of the way, everything becomes more delightful, even magical.
That’s when you leap forward. That’s when you end up with something … like this.
Brilliant – from the first sentence to the closing line.
If you haven’t seen it yet, check it out here: http://www.apple.com/ipad/