On the day of the annual Academy Awards ceremony, Apple has begun airing a new iPad Air advertisement highlighting how the tablet is used in the filmmaking industry. The new video advertisement is narrated with excerpts from notable movie director Martin Scorsese’s 2014 commencement speech at the NYU Tisch School of the Arts. The video, embedded below, is accompanied by a website highlighting specific stories of the iPad being used to make movies. These video stories were actually filmed and edited on iPads. The new website also discusses key video planning, filming, and editing applications for the iPad such as Final Draft, Garageband (but not the consumer-focused iMovie), and VideoGrade. This film-focused advertisement follows a music-oriented one that aired on the day of the Grammy Awards.
Television advertisement ▪ February 22
Television advertisement ▪ July 1, 2014
IFO Apple Store reports that Apple is revamping its back-lit in-store photo panels, replacing its signature white-background product shots with visuals inspired by its recent advertising. Out are clean, sterile close-ups of the products, and in are colorful visuals showing what people are doing with the products.
The new graphics were photographed like magazine ads, showing the iPad/iPhone being used in actual situations, complete with their surrounding people and places. Their colors, tone and brightness is much richer and darker than the previous graphics …
Television advertisement ▪ June 4, 2014
Bloomberg reports that Apple is moving more of its TV advertising in-house. This means the company is loosening ties with Chiat\Day, the ad agency Apple has used for more than 30 years, best known for producing Apple’s 1984 campaign.
Apple told Bloomberg that Apple’s ‘Pencil’ iPad ad, pictured above, was developed by Apple’s internal advertising team and are now responsible for all other TV ads airing now.
Television advertisement ▪ February 18, 2014
Apple’s Your Verse advertising and marketing campaign for the iPad, depicting some of the inspiring ways in which people are using iPads to help with everything from ice hockey coaching to concussion treatment, has been expanded to include mountaineering.
Elevating the expedition is a new addition to the Your Verse microsite illustrating the ways in which mountaineers Adrian Ballinger and Emily Harrington use iPads to assist them with preparing for a climb, navigating the route and live-blogging their experiences and photographs … expand full story
Television advertisement ▪ July 9, 2013
Microsoft is continuing its Windows 8 vs iPad TV commercial series by airing a new ad squarely focused on the multitasking capabilities in Windows 8 (via Tom Warren). On Windows 8 tablet devices, users can work in two apps side-by-side. Microsoft demonstrates this comparison in terms of work: agents communicating about baseball player prospects to their offices. Interestingly, MLB.com digital head said this earlier this year: “There’s no other [mobile platform]. It’s Apple and it’s Android.”