Apple “What Is iPad?”

Great. Another iPad ad that makes me want to junk my Kindle. Amazon’s e-reader looks so sad and colorless in comparison. This new commercial from TBWA\Media Arts Lab sends me into another useless want-need internal debate. The spot poses the most basic question — “What is iPad?” A series of shots showing people using the ”beautiful” device to read newspapers and books, update Facebook pages and play music provides  the answers. “There is no right way or wrong way to use it,” the voiceover says. It’s not only “crazy powerful,” but “magical” too. I can do without magic in my gadgets, but the case for a gorgeous do-all portable is compelling. Technophobes fear not — we’re informed that we “already know how to use it.” And for folks that just want to be trendsetters, “It’s already a revolution and it’s only just begun.” That’s the kind of not-so-subtle persuasion that stands to make the iPad the most culture-changing device since the iPhone. –-Eleftheria Parpis

Publish date: May 13, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT