GLOBAL – January 21, 2013 – As a brand, Apple has managed to marry the long-warring worlds of science and art, pushing cutting-edge technology with an artistic or creative purpose.
‘Your Verse,’ its latest TVC for the iPad Air, continues this theme, playing Robin Williams’ famous monologue from the Dead Poets Society against footage of the product being used to capture or create epic moments.
"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," the voiceover goes as the iPad Air is shown in situations one normally wouldn’t use the tablet for: filming a Bollywood dance scene in India, making music at a live rock show, chasing tornadoes, shooting from the edge of the Iguazu Falls, and more.
The voiceover continues, eventually quoting from Walt Whitman’s "O Me! O Life!": "That the powerful play goes on and you may contribute a verse," and then it poses a challenging question: "What will your verse be?"
The ad, by TBWA\Media Arts Lab in the US, harkens back to Apple’s iconic ‘Think Different’ ad from 1997, which also presents a video montage set to similarly dramatic music and a voiceover reading similarly impassioned words.
On YouTube, it leads to a page that features stories about the how the iPad was used in extraordinary and imaginative ways, some of which were shown in the ad.
Sponsor
