Apple today debuted two new iPad Air ads on broadcast and cable TV networks.
The ads are titled, ‘Light Verse’ and ‘Sound Verse.” Both are standard :30 spots cut down from the epic :90, “Your Verse Anthem,” that Apple debuted 10 days ago on January 12th.
This is somewhat typical in television advertising (for large, well-funded campaigns): Introduce your theme with a longer commercial and then switch to shorter, less-expensive-to-run, commercials that evoke the longer piece in the minds of the viewers. Basically, the advertiser gets a good amount of the :90 bang for their buck, but only has to pay for the :30 after the :90 ad run has been properly saturated. The viewers who’ve seen the :90 version enough times will actually mentally fill in enough of the missing parts to relive enough of whatever the original long-form spot evoked for this practice to work well for the advertiser.
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:
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?
[Thanks to MacDailyNews Readers “Fred Mertz” and “Dan K.” for the heads up.]
Apple debuts new iPad Air ‘Your Verse Anthem’ TV ad (with video) – January 12, 2014