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Apple releases two edited versions of its latest Apple iPad Air ad

Apple releases two edited versions of its latest Apple iPad Air ad
Earlier this month, we showed you Apple's latest commercial for the Apple iPad Air. This 90 second spot debuted during the NFL playoffs and with Robin Williams reading some of his lines from Dead Poets Society, the quiet, almost soothing words, offered quite a juxtaposition compared to the action on the gridiron. Apple, as we pointed out, was going after your heartstrings so that you would loosen your purse strings.

Considering that 90 seconds of air time doesn't come cheaply, even for a company like Apple whose cash reserves dwarf those of Scrooge McDuck, Apple wisely broke the bigger commercial up into two 30 second spots. Not only does this allow Apple to grab open air time when it can, the tech titan can get the message across at a lower price.

Apple has also started up a "Your Verse" website that goes into more detail about the people in the ad and the unique ways they employ their iPads. You can view both spots by clicking on the videos below.


source: Apple (1), (2) via MacRumors

14 Comments
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posted on 22 Jan 2014, 11:27 3

1. ArtSim98 (Posts: 3326; Member since: 21 Dec 2012)


These ads don' have any point... And it sounds like the narrator's voice would be recorded with the iPad Air lol.

posted on 22 Jan 2014, 11:32 2

2. domfonusr (Posts: 372; Member since: 17 Jan 2014)


I think that their 'point' is that an iPad Air will let you do anything or be anything you want to be, and that you only 'get to contribute a verse' if you have an iPad Air. It is also a play on the 'herd mentality'. I guess you would have to be pretty suggestible to get sucked into that by this commercial.

posted on 22 Jan 2014, 12:14

5. james004 (Posts: 486; Member since: 15 May 2013)


they are missing the taste verse.

posted on 22 Jan 2014, 19:17 2

12. joey_sfb (Posts: 3261; Member since: 29 Mar 2012)


Spot on. It would have work on me two years back when i was an Apple fan.

Its like flipping an emotional switch in their fans.

posted on 23 Jan 2014, 10:47

14. domfonusr (Posts: 372; Member since: 17 Jan 2014)


Yes! Emotion-based marketing... most successful marketing these days IS emotional marketing. That doesn't make it right, though. If you can't sell an item on its own merits, and have to instead turn to an emotional appeal to sell it, then what's the point?

posted on 22 Jan 2014, 11:57 1

3. timepilot84 (Posts: 97; Member since: 16 Aug 2012)


It's trying very hard to reverse the (correct) idea that iPads are for consuming content, not creating it. Notice that other than taking videos indoors, in a quiet room (with Sumo wrestlers) you really can't do any of that without adding on lots of expensive attachments.

posted on 22 Jan 2014, 12:21 1

6. ihavenoname (Posts: 1522; Member since: 18 Aug 2013)


Yeah, tablets are not designed for filming waterfall or all other things in video, though that ice hockey thing might even be useful. But as the ad shows, you can do it. And about attracting customers, this won't do it. iPad Air pen ad is awesome, but this is bit... weird.

posted on 22 Jan 2014, 12:11 2

4. sprockkets (Posts: 1365; Member since: 16 Jan 2012)


Apple edits commercial! NEWS!!!

posted on 22 Jan 2014, 12:32 1

7. Sauce (unregistered)


Look at all you, especially the one referencing the "sheep".
Haters gonna hate, potatoes gonna potate. What else is new.

posted on 22 Jan 2014, 12:52

8. domfonusr (Posts: 372; Member since: 17 Jan 2014)


... potatoes gonna potate... that's a new one! LOL

posted on 22 Jan 2014, 13:08 1

9. kevin_wsy (Posts: 34; Member since: 02 Mar 2012)


potatoers gonna potate ~ :P

posted on 22 Jan 2014, 14:08 1

10. androiphone20 (Posts: 1522; Member since: 10 Jul 2013)


I love how the naysayers are trying to go about it with their negative opines, do you know what's great about this ad? (said this before when it debuted earlier this month) These are real people with real use cases, The Bollywood filmmaker is Feroz Khan
of Agra, India. The live performance is
Yao, a rock band in Beijing, China,
tapping out beats via iPad. A classroom
in Humla, Nepal is using "School in a
Box," a solar powered education toolkit
for iPad designed to teach children living
in places that lack electricity.
The waterfall is being filmed by Josh
Apter, on location in Iguazu Falls,
Argentina using custom camera gear
built around iPad. The LA Kings are using
the ThunderCloud iBench app to analyze
their hockey players' moves and the
team's overall game strategy.

posted on 22 Jan 2014, 16:59 1

11. domfonusr (Posts: 372; Member since: 17 Jan 2014)


And what are you gonna do with your iPad Air? I analyzed the distribution of two-pion invariant-mass data from the calorimeter and detector run by the E760 Collaboration at the antiproton accumulator ring at Fermi National Accelerator Laboratory, and found the signal for a resonant decay from the f2(1270) meson into two neutral pions. I determined the mass and width of the f2(1270) meson from this signal, but I didn't do it on an iPad Air... I did all that by using a series of Python scripts on a Nokia E75 running a custom Symbian ROM. What are you gonna do with your iPad Air?

posted on 22 Jan 2014, 23:25

13. roscuthiii (Posts: 1873; Member since: 18 Jul 2010)


I really didn't think it was as bad an ad as some of the naysayers because well... it's an ad and they're trying to sell you something of course (In this instance it seemed to be heavily stroking the ego of what one would call "American Exceptional-ism"). As far as ads go, well done.
Still though, after about 30 seconds I found myself looking at the guide to change the channel.

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