Have to say, having blogged on Wednesday about the launch of The IPad Air, I hadn't seen the new TV Commercial and it's actually pretty good.
With a voice-over by Bryan Cranston, the actor of the hour from 'Breaking Bad', it compares it to a pencil. Nice idea in there.
It also reflects the Apple ethos which goes back to the "Crazy ones" commercial where it's not about the product, but what you can do with it.
Instilling dreamy thoughts of exploring, science, discovery, writing and so on - the benefits - it's exactly as all good advertising should. It's not what it is, but what you can do with it.
"It's an extremely simple tool" says Cranston and an extremely simple piece of advertising. As all the best ones are.
I presume the Agency is TBWA but it has Wieden Kennedy written all over it. Have they started an advertising trend?
Whatever about the Ipad Air, this advertising will sell it.