Apple releases poetic iPad Air ad, asks 'What will your verse be?'

Apple releases poetic iPad Air ad, asks ‘What will your verse be?’

By Trevor Mogg January 13, 2014

While for many people life is about getting the kids to school on time or trying to work out why, as we get older, hair moves from growing on one’s head to growing out of nearby orifices instead, for Apple’s marketing team it’s a whole lot more profound. And when you’re trying to sell a product like the iPad, that’s kinda understandable.

Aired for the first time Sunday during the NFL playoff game between the San Francisco 49ers and the Carolina Panthers, the ad (below) is a continuation of its recently launched Life on iPad campaign. The 90-second slot features Robin Williams repeating some dialog from his 1989 movie Dead Poets Society where he waxes lyrical to a bunch of impressionable students – borrowing a few lines from Walt Whitman’s O Me! O Life! in the process – and finishes up by asking, “What will your verse be?”

Now, with this kind of weighty talk going on, the accompanying visuals aren’t going to show little Johnny playing Angry Birds or a single finger tapping out Chopsticks, of course not. Apple’s ad instead presents us with a series of awesome sights and big happenings, and as you might expect, the iPad Air is never far away – in fact, the Cupertino company wants us to know how its tablet can help us achieve great things, with the Air popping up repeatedly throughout the commercial.

The ad, titled Your Verse Anthem, shows the Air out in the field, with everyone from artists to educators, and workers to sports professionals, all making use of the tablet in a myriad of ways.

So, what do you make of Apple’s attempt to hook the iPad into the world and all its wonder – over-the-top trash or a stroke of marketing genius?

[DT’s iPad Air review]

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