Apple 'Make Music with the iPad' by TBWA\Media Arts Lab

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Apple 'Make Music with the iPad' by TBWA\Media Arts Lab.
Apple 'Make Music with the iPad' by TBWA\Media Arts Lab.

Device maker steps up to the mic with new iPad ad

During Sunday's Grammy Awards show, Apple debuted a new music-focused ad for its iPad line of tablets from longtime co-producer TBWA\Media Arts Lab.

The ad comes just days after the manufacturer reported a record quarterly profit of $18 billion, despite a decline in iPad sales.

The ad's soundtrack is "Change" by band The Orwells and follows musical artists Elliphant, The Gaslamp Killer and Riton through their creative process.

The entire sixty 60-ad was shot on an iPad, highlighting the broad range of uses for the device.