Hasta La Creative!

Apple has launched a new campaign promoting the iPad Air 2, entitled “Change.”

In the 60-second broadcast spot, billed (in DesignTAXI, at least) as a follow-up to the brand’s “Your Verse” campaign (and thus, presumably, like that campaign, created in-house), Apple shows all the different ways various types of people use the iPad Air 2. That strategy is very much a continuation of previous efforts, and while there’s not really anything new here, the spot is well-produced and stylish (no surprises there). Some of the more clever/unusual ways the tablet is used include a motorcyclist inserting it into his center console, a carpenter who blows stray wood chips off the tablet while utilizing it in his studio, a woman making a stop-motion animation video. One interesting stylistic choice in the spot is that it starts full-screen and becomes thinner and thinner to show off the iPad Air 2?s thinness, eventually culled down to representative width and rotating across the screen over a white background. The spot ends with the footage turning into the iPad Air 2 itself, followed by the tagline, “Change is in the Air” a clever attempt to talk up the tablet’s capabilities.

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