Apple’s first TV ad for the iPad Air is a good one. For most of the one minute ad the focus is on a pencil, and some similarities between the iPad and a pencil are made clear in the ad’s opening line:

It’s an extremely simple tool; but also extremely powerful.

The voiceover ends powerfully as well, just before the iPad Air is revealed just behind the pencil:

It’s used by scientists and artists, scholars and students. It’s been to classrooms, board rooms, expeditions — even to space. And we can’t wait to see where you’ll take it next

Oh, and one little extra thing that makes this ad great: the voiceover is by Bryan Cranston, aka Walter White of Breaking Bad. His great voice goes perfectly with this style of ad and reminds me of the iPad 2 ads that featured Peter Coyote. Good stuff.