Apple spot claims 'change is in the air'

Be the first to comment
Apple "Change" by TBWA\Media Arts Lab.
Apple "Change" by TBWA\Media Arts Lab.

Apple shows off what the iPad can do in new spot called "Change"

A new ad for Apple’s flagship tablet iPad Air 2 debuted Sunday with a distinct focus on using the tablet for productivity and the message is clear — the iPad is about more than playing Candy Crush and shopping.

The spot, created by Apple and TBWA\Media Arts Lab, outlines the tablet's versatility in a variety of settings ranging from a tattoo parlor to a classroom.

The ad's release comes just days after reports that Google's Chromebook overtook the iPad in the education sector. Early fourth-quarter results showed a small decline in iPad sales – a first for the product. But a small downtick does not mean small sales, as Tim Cook pointed out during the company's most recent earnings call. In fact, over the last 12 months, Apple has sold 68 million iPads – so, how about them apples?

The ad, which features music from Illinois-based rock band The Orwells, is accompanied by a new section on Apple’s website that includes all the apps highlighted in the spot. Since the iPad debuted in 2010, Apple has tried to shake the notion that the tablet is just a device for casual gaming. As far as Apple is concerned, the "Post PC" era isn’t coming soon – it's already here.

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign

RSS FEEDS