updated 06:14 pm EST, Sun January 12, 2014
Apple pushes iPad as creativity tool
Apple has released a new ad for its bestselling line of tablets, one that focuses on the potential of the iPad to be used as a creative tool. The new ad shows the device being used in a range of settings by an array of different professionals, amateurs, and regular users. Over a dramatic score, the spot quotes American poet Walt Whitman, asking the viewer how they will use Apple's tablet to "contribute a verse" to "the powerful play" of life.
The ad launched alongside a microsite on Apple's webpage. That site, like the video spot, asks "What will your verse be," and shows the iPad in use in a variety of settings. It offers viewers descriptions of the users shown off in the commercial, who range in locale, use, and field. Some use the tablet to film underwater dives, while others use it on their ascents of Mount Everest. Others diagram professional hockey plays, and still others use it to produce music in China.