Apple debuts new ‘Hollywood’ ad for iPad/iPad mini (with video)

During last night’s Academy Awards, Apple debuted a new television commercial for iPad and iPad mini.

The new spot is now airing on U.S. broadcast and cable networks.

As with previous ads of this style, various related words flash on-screen stopping every few seconds with a “crowd” shouting out of one of the words:

MacDailyNews Take: That “crowd” shout is borderline irritating already, Apple. Steve Jobs would have nixed that element on first viewing. It’s a bit overly enthusiastic and just not very inventive. Now, to be clear: These ads, including this one, are not bad. They’re just “okay.” Nothing spectacular/maybe a bit grating at times.

That said, the fact that Apple’s advertising efforts have more misfires than hits in the post-Jobs era highlights the tremendous importance of having a knowledgeable, tasteful, experienced, omnipotent eye overseeing it all. Print and Web advertising? Much easier than TV. Jobs was a masterful marketer and one of the most glaring signs that he’s gone can be seen in Apple’s TV ads since his passing.

Related articles:
Apple debuts two new TV ads for iPad/iPad mini (with video) – February 18, 2013
Apple debuts new Christmas-themed TV ad for iPad, iPad mini, and FaceTime (with video) – December 22, 2012
Apple debuts four new TV ads for iPhone 5 (with video) – September 22, 2012
Creative director behind Apple’s TV ads quits, moves to Samsung ad agency – August 24, 2012
Apple pulls ‘Genius’ ad series from its website, YouTube channel – August 22, 2012


  1. Agree with MDN that the ads are okay. And, even though they were approaching stupid, Samsung’s Unicorn overwhelmed the commercial breaks. You know, like Samsung is overwhelming the gadget world with all their plastic and features. Steve would not have been clueless as to what to do about that, but his predecessor is and last night demonstrated that fact anew.

    1. Wow, peterson, you and I finally agree on something: Steve’s “predecessor” – Gil Amelio – would have been clueless. But I doubt that he had much to do with last night’s tv ad.

  2. 1. I agree with the crowd shout being annoying. If it were the voice of a real, Oscar-winning, director then it may mean something.

    2. Otherwise, very similar image ideas can be found by doing a Google image search for each of those words. It really didn’t take their marketing department much effort.

    3.. Overall, a quite sad and amateurishly derivative of their existing ads. An incredible opportunity to emphasize the iPad’s video ability, lost. For the Oscars, I would have shown an excellent/touching short (90 sec) movie, then the iPad shooting it, editing it, and showing it with no other hardware. Then a major director holding it saying, “Who needs a production crew?”

  3. I also believe that the largest missing piece in the public opinion arena in the post-Jobs era is the advertising. The pieces of truth in each of the playful “I am a Mac I am a PC” were great. A dead quiet PR and the general ads along with the almost silent CEO and Apple board have helped to grease the 5 month long 33% destruction of Apple’s stock.

    Time to step up, man up and do something Apple. At least take on the BS that we hear from the talking heads. Try letting the new guy in the PR department be the on the road Apple Evangelist. Let that person humiliate the talking heads with facts in ads. They dismiss Apple and the real world facts, push the BS while holding and using Apple products and devices. Even a blind squirrel could humiliate these idiots!

  4. I’m furious over the sheer mediocrity of the current ads. Apple must hold the high ground when it comes to branding and marketing. It’s critical that the public perception of Apple and its products be second to none. While advertising is but a promise, and the products and services must deliver on that promise, Samsung, with far less reliable and completely derivative, shameless copies of Apple’s inventions, is stealing the high ground.

    I find nothing to like in Samsung’s ads. They embody the corruptions that is the soul of Samsung: they’re FUD attack ads. Sadly, they are working. Pundits are questioning Apple, raising doubts that our favorite company still has mojo. Of course, expectations about Apple are ridiculous. It’s assumed that if any product update is not a radical game changer, it’s a failure. Meanwhile Samsung gets a free pass with making their crappy products larger, and now, they are getting credit for a new “invention” that is not an invention at all: the stylus.

    It comes down to perceptions.

    I’m furious at Phil Schiller for green lighting these current ads. They are way below the ads that rolled out under Steve Jobs. It’s not that Apple writes the ads, but you can’t have great advertising without great and visionary clients. Phil, this is no time to rest on your laurels. Even without Steve Jobs, great advertising is possible. That means pushing the ad agency creative team. Hard.

    I spent many years as an ad agency creative director. If I were the CD over the creative group at the ad agency responsible for this, I’d have killed these before they even became storyboards. What is the context of the shouting? The barrage of the words? If you, the viewer have to think about what the advertiser is trying to convey, the ad is a failure? Great advertising creative is instantaneously understandable. It’s not annoying, but rewarding to the viewer for their time. Great ads don’t posture or beat the viewer over the head. Sadly, these do.

    Apple, get it together, damnit! Otherwise, the company I love is pouring millions of dollars down a hole, and with it, the company’s reputation.

    1. I think Apple can afford to take the hit and throw those audio files in the trash can where they belong alongside the “Mac Genius” campaign they aborted last year.

      Lose the ghey shouts, Apple, and the ads are fine.

  5. The ad isn’t bad, but I agree with MDN that they have lost their ad mojo and need to get it back. SJ was such a great marketer that his absence is really showing their weakness in this area now.

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