Apple debuts new iPad Air ‘Your Verse Anthem’ TV ad (with video)

Apple has debuted a new television advertisement for iPad Air, titled “Your Verse Anthem,” on U.S. network and cable television broadcasts.

Amid shots of iPad Air being used in a wide variety of situations, the voiceover, Robin Williams’ English teacher John Keating from the film Dead Poets Society, reads:

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.

To quote from Whitman: “O me, O life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life? Answer: That you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”

“That the powerful play goes on, and you may contribute a verse.”

What will your verse be?

Direct link to video here.

MacDailyNews Take: As with Whitman’s work, so goes Apple’s: Passionate, intuitive, affecting, and lasting.

[Thanks to MacDailyNews readers too numerous to mention individually for the heads up.]

89 Comments

    1. I agree; commercials today are totally non-informative. Half the time you don’t even know what the heck they are selling. Car ads are some of the worst (although perfume/cologne stink too), showing the vehicles either barreling along a winding road on the ocean coast or blasting through a metropolitan city with no other vehicles on the streets. As for this one, I can’t stand Robin Williams so I think rather poorly of it. We need to quit worshipping mechanical and electronic devices. Let the negative votes begin.

      1. This is one of best Apple ads I’ve ever seen. It’s very aspirational and inspires you to explore your imagination. No one is “worshipping” devices…that’s just a silly argument. This Ad show how an Apple Ipad can augment the creativity already inside us. All naysayers and haters of this beautifully done Ad don’t have any creativity to cultivate….that’s why they hate…

        1. So, I don’t care for the commercial therefor I have no “creativity” and I’m a “hater”? Wow, I’m surprised you didn’t throw in “bigot” and “redneck” while you were at it. The only thing I hate is the idiotic, conceited and juvenile attitude you display.

          1. You wrote….So, I don’t care for the commercial therefor I have no “creativity” and I’m a “hater”?
            Answer… Yes- because your conclusion to why you don’t like it was no rational critique of the Ad. Worshipping our devices have nothing to do with the….the fact that this argument goes way over your head says everything about you

            1. Sorry, you’re just way out of your depth, here. The problem with the “superior technology and ecosystem” approach is that it’s how you advertise laundry detergent. That approach essentially says, “Ours is better and here’s why…” Anybody can (and does) say it, so it’s a meaningless, forgettable snooze-fest, and it’s not AT ALL how Apple should advertise its products.

              Advertising Apple’s product’s is about *reaching * the viewer, making an emotional connection, planting a seed. The viewer comes away thinking, “Wow, that was amazing. I want to be a part of that!

              Apple isn’t selling laundry detergent. They’re selling the freedom and power to create, whether it’s music, photography, music, poetry, or ‘business’.

              This ad is outstanding!

          2. You wrote….So, I don’t care for the commercial therefor I have no “creativity” and I’m a “hater”?
            Answer… Yes- because your conclusion to why you don’t like it was no rational critique of the Ad. Worshipping our devices have nothing to do with the Ad….the fact that this argument goes way over your head says everything about you

      2. @Bad Religion
        @Hiram
        I know its hard but somehow… find a way… to turn off your left side of the brain – really just for a small amount of time – see the world in color…

    2. Yes, that’s it! just mention a bunch of specs and put a bunch of text on the screen like Microsoft or Android sellers do to try to convince that crowd to buy Apple products. It is really only about the specs, you know.

    3. Hiram
      “would it really hurt to actually have the odd ad that mentioned or demonstrated something about the superior technology and ecosystem?”

      The purpose of ads is to sell. Moving emotionally is stronger than infomercials. Besides. I think it does tell you a lot about Apple. I personally believe that it reflects Apple’s values, and so this ad actually tells the viewer more about the iPad than any spec sheet might.

      Regards!

    4. Actually, I guess this ad does in a way. I would wager that some of those applications are not cross-platform (ecosystem) and utilize features made possible with the A7 (technology), so, using them in a real world context BUT with the emotion that comes with the voiceover leads to a more powerful commercial.

      Just having features in a bulleted list doesn’t engage the viewer.

    5. Actually, the ad does just that. In every scene an iPad is shown doing what it can do and the myriad of ways it is being used. This goes to show you how everyone gets caught up in the powerful emotional message of the ad and lets those subliminal yet obvious details of the very product slip by.
      An example of advertising at its very best and most eloquent. Why? Apple = Lofty Ideals… and the tool to help you get there.

  1. This is one of best Apple ads I’ve ever seen. It’s very aspirational and inspires you to explore your imagination. No one is “worshipping” devices…that’s just a silly argument. This Ad show how an Apple Ipad can augment the creativity already inside us. All naysayers and haters of this beautifully done Ad don’t have any creativity to cultivate….that’s why they hate…

  2. I love hamburgers and hotdogs but poetry to me sounds like eating fou fou French food. I don’t understand it and I don’t like it. Anyone reading poetry sends me to sleep immediately. I’d rather get a root canal than suffer through a poetry reading. It’s just stringing together rhyming nonsense if you ask me.

    1. ˈfiləˌstēn,-ˌstīn/
      A person who is hostile or indifferent to culture and the arts, or who has no understanding of them.
      synonyms: uncultured, lowbrow, anti-intellectual, uncultivated, uncivilized, uneducated, unenlightened, commercial, materialist, bourgeois

    2. “I love hamburgers and hotdogs but poetry to me sounds like eating fou fou French food. I don’t understand it and I don’t like it. Anyone reading poetry sends me to sleep immediately. I’d rather get a root canal than suffer through a poetry reading. It’s just stringing together rhyming nonsense if you ask me.”
      ____________________

      Well I guess it’s a good thing nobody asked you.

    3. If You Ask Me

      I love hamburgers
      and hotdogs
      but poetry to me sounds
      like eating fou fou French food.

      I don’t understand it
      and I don’t like it.
      Anyone reading poetry
      sends me to sleep
      immediately.

      I’d rather
      get a root canal
      than suffer through
      a poetry reading.
      It’s just stringing together rhyming nonsense
      if you ask me.
      —–Ballmer’s Left Nut

      Trolling Poetry WITH Poetry. Well played, BLN.

      1. You can’t know that. He is not predictable. When he exhibits a clipped delivery and foul mood, as many of us do, he may still unexpectedly turn expansive, even generous. It will depend on the flow of ideas, of energy, in the moment. I think it is fair to say he is an original: not always right, sometimes very right, and more interestingly, someone who visibly evolves. I’m glad that you care, Derek.

        1. Balmer’s left nut’s facade of notability—gained only through his expropriation of Apple’s logo and his reference to the CEO of Microsoft, combined with the mild shock attendant with his juvenile reference to male reproductive components—far exceeds anything he has to say.

          Which is to say (to use an expression from Texas), when it comes to the art of exchanging thought here at MDN Comments, <a href="” rel=”nofollow”>he’s all hat, no cattle“>.

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