A Pencil Stars in Apple’s Ad for iPad Air
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For about 54 seconds of this 60-second ad, we see beautiful photography and hear a stately voiceover paying homage to — what we believe to be — that classic tool of artists, writers and composers — the yellow pencil. The V.O. goes on about how this simple object can be a powerful tool that tranforms how we work and share, as the camera zooms in on the writing instrument sitting horizontally against various backdrops. That is, until a hand comes out of nowhere to reveal something sitting behind it — Apple’s new iPad Air.
The new commercial for Apple’s latest evolution of its iPad tablet takes a cue from the brand’s commercial for its laptop predecessor, which also used another basic office supply — a manila envelope, to show off its slender figure.
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