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Yesterday Apple premiered their new iPad air ad during the Playoff game between the San Francisco 49ers and the Carolina Panthers. It’s a visually stunning advert with some amazing shots and that show off the iPad air being used for all sorts of creation. If you haven’t checked it out already I suggest you take a peak at it now (or even if you have check it out again.)

The voice over has been ripped from The Dead Poets Society

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race, and the human race is filled with passion. Medicine, law, business, engineering—these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love—these are what we stay alive for.

To quote from Whitman,“Oh me, Oh life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these. Oh me, oh life? Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.” “That the powerful play goes on, and you may contribute a verse.”

What will your verse be?

The challenge is to create something that matters which is made more powerful by showing off what some people are doing with the iPad air. It’s a clever call to create something that matter and reminds me of a recent podcast where John Roderick challenges people to make “primary source material” instead of commentary. Something original rather than just commenting (usually critically) on what someone else has made. It certainly made me think about this site and how I don’t want this to be just commentary, I want it to be primary source material. What about you?

The (recent) Evolution Of Apple Adverts

What’s interesting about this ad (and the christmas advert from Apple) is that it shows a move away from explaining the software, showing off the features and focusing again on the story and the benefits of using Apple products.

Unlike earlier iPod, iPhone and iPad adverts which showed off different applications and how to use them we’ve now got adverts that focus on what happens when you used the device and in some ways even educated potentials users who were used to more traditional interfaces. The change to more story based adverts shows that these type of devices (smartphone, tablets etc) have become so commonplace and we are used to them that now Apple can go back to selling the story around Apple products.

What Will Your Verse Be?

So I’ll leave you with this question again as we start the week…What will your verse be?

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