Ad of the Day: iPad

Apple praises the device's new screen, but is that enough to get people excited?

Headshot of Emma Bazilian

It's been less than 24 hours since tech nerds around the world waited with bated breath as "the new iPad"—not the iPad 3 or the iPad HD, they quickly discovered—was finally unveiled. In classic Apple form, the brand wasted no time in releasing its first commercial for the gadget, touting its new Retina display, which boasts 3.1 million pixels powered by an A5X chip. (I'm not sure what this means, but we can probably assume it's very, very pretty.)

The new spot, by TBWA\Media Arts Lab, focuses on what happens when a screen becomes "this good." Your pictures become more vibrant, your words sharper, your (Pixar) movies more brilliant, etc. Of course, the ad closes with the requisite video of a smiling child, which, set to the sweetly fluttering soundtrack, is sure to tug at parents' heartstrings. ("It's just you and the things you care about," says the narrator—because if you care about your kids, you'll need a Retina display to see their sweet faces as clearly as possible, natch.)

It all looks pretty nifty—and more so in reality, I'm sure—but if you're not an Apple geek (or an Apple geek with kids), an entire commercial describing a tablet's screen probably won't get you too wound up. And therein lies the trouble with advertising a product like the new iPad or, if we can remember that far back, the iPhone 4S. Sure, there's a whole slew of impressive technical updates hidden within the casing, but if a product's appearance is a near copy of its predecessor's, how excited will the general public really get? In the case of the new iPad, the Retina display and improved camera are the only immediately visible updates to the iPad 2. 4G LTE? Dictation? New iWork and iLife apps? Yeah, they'll come in handy, but they don't make for an interesting ad.

Give us bells and whistles, Apple. We're a superficial bunch.


Client: Apple

Product: iPad

Spot: "This Good"

Agency: TBWA\Media Arts Lab

Chief Creative Officer: Duncan Milner

Executive Creative Directors: Eric Grunbaum, Scott Trattner

Copywriter: Aimee Lewis

Senior Art Directors: Antoine Choussat, Paul Wysocan, Joe Fotheringham

Art Director: Vidur Raswant

Producers: Hank Zakroff, Rob Saxon, Tessa Kocourek

Production Company Green Dot Films

Directors: Mark Coppos, Rebecca Baehler

Director of Photography: Fernando Cardenas

Editorial Company: Nomad Editing

Editor: Jenny Mogen

Postproduction: d train

Lead Flame Artist Artist: Ben Gibbs

@adweekemma Emma Bazilian is Adweek's features editor.
Publish date: March 8, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT