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New Apple iPad Ad 'We'll Always', With Nod to OS X Lion

Apple released a new iPad television advertisement tonight called "We'll Always" which shows off the iPad in many different uses.
We'll never stop sharing our memories. Or getting lost in a good book. We'll always cook dinner and cheer for our favorite team. We'll still go to meetings, make home movies, and learn new things. But how we do all this will never be the same.
As with previous iPad ads, Apple is focusing on the user experience by demonstrating various iPad apps.

Apple sneaks a plug for OS X Lion in the ad as well:

The apps shown in the ad include: Photos (built in), iBooks, The Photo Cookbook, MLB, Fuze HD, iMovie, Alphabet Fun

Top Rated Comments

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72 months ago

I think I must be one of the few who doesn't like these commercials. The sentimentality is forced and crammed into a 30 second spot.

It's far better than "Your wife will love the dual core Tegra 2 chipset..."

Rating: 47 Votes
72 months ago
Nice subliminal advertising of Lion there :cool:
Rating: 26 Votes
72 months ago
I love these ads. Short, emotional and not even mentioning the product. Unlike the smug iPhone ones...
Rating: 20 Votes
72 months ago
Coke gets it.

McDonalds gets it.

Apple gets it.

When you advertise, reach for the heart and the emotional center of your viewers. That's why Apple continues to make award-winning ads that reach (most of) us. And it's why competitors continue to miss the boat by pushing specs.

People want to know 'what can I do with this device?' Not what hardware does it have. Apple gets it.
Rating: 19 Votes
72 months ago

I think I must be one of the few who doesn't like these commercials. The sentimentality is forced and crammed into a 30 second spot. It seems saccharine to me to try to force all the feel-goodery of life into one commercial. I can see a commercial trying to convey one emotion at the most. Plus, the guy narrating really needs to clear his voice. He sounds like the guy who announces, "With a name like Smuckers, it has to be good."

I know I'm an odd duck for this, but I like the aggressive, driving feel of the Power Mac G4 Cube ad:

It's modern, and the guy's voice is clean. The iPad commercials give me an icky Hallmark of the week type feel. I believe in emotion; I just hate forced emotion—it makes me uncomfortable. I actually mute these iPad commercials when they come on TV, whereas I used to get really excited by Apple ads.

That's quite an emotional response over a 30 second ad....... considering how you hate "forced emotion". :D
Rating: 18 Votes
72 months ago
You're gonna love the way your computer looks, I guarantee it.

Rating: 15 Votes
72 months ago
Definitely a good commercial. I always prefer to see stuff like this when it demonstrates benefits over features/specs.
Rating: 12 Votes
72 months ago

It's far better than "Your wife will love the dual core Tegra 2 chipset..."


- That is truly terrible! To most people that ad was just a bunch of meaningless words...
Rating: 9 Votes
72 months ago
If this commercial had been directed by the same guy that directs the android commercials it would've been much different:

At the beginning whenever the person does the widening motion with their fingers, all of the photos would have jumped out of the iPad and surrounded the room. At this point the iPad is no longer visible and each photo is hovering in the air. The individual would walk through the room as each of the photos move out of the way to make a path to a glowing apple. The character would then approach the apple and attempts to look at it for 2-3 seconds before it explodes before her with beams of light shining through. Drenched in Apple sauce, the character turns around to find that each of her photos have now turned into different app logos. The commercial ends with a tight zoom on the characters face saying "woah" and then the apple logo appears for .00012 seconds. in black on a white background.
Rating: 9 Votes
72 months ago

I don't want to be the nay sayer or anything but what I have read from this post is that to reach the public you have to dumb down your ads. Maybe it is just because I am a more tech savvy person then most but I remember even when I was younger I always wanted to know about the specs. Like when I heard about pentium processors I went and read all about them. When I went to buy something I knew about the product. I guess Apple just knows it doesn't matter at this point as long as it has their logo on it a lot of people will buy it. I means this ad is pretty silly. You can do everything they showed on any tablet not to mention they were selling a ton without any ads. Really why do they even waste their time. I can understand the iPhone ads because there is a bigger market in the since of decision for the consumer. They could get a phone for free or at least a lot cheaper then the iPhone so they have to make ads to show why you should buy an iPhone. With the tablets though people don't even know they are called tablets they just ask for the iPad or what does that do compared to the iPad. Almost like how iPod was the name for all mp3 players. I honestly think at this point Apple could put their logo on a toilet and people would buy it. I am not trying to hate on Apple I mean they got it right as you can tell. :D

yes Apple does it differently, but I think you don't get the point.

You are a tech fan, you are interested in technology itself. Great for you. I am too.

However, for the vast majority of people what really matter is not what technological feat is behind the devices we use, but what the device can do for us in our lives, what we can do with it.

The problem with a lot of "techies" is that they consider that if you don't advertise the CPU or the technology directly, you are reaching for "dumb peoples", but that's just wrong. They are reaching for peoples who just are not interested in the technological aspect of computers, because they prefer to spend their time caring about other things, which may include very serious and complicated stuff.

For example, my university teacher use an iPad, but he really don't know or care about which CPU is inside the machine. All he care about is how the iPad is actually helping him doing all the things he have to do and think about daily. The guy as a Ph.D., he is a postdoctorate, he publish a lot, he is well known. He really isn't a person you can consider to be "dumb". But in the field of computers he really just don't care and don't want to spend is time caring about it.

A "technical ad" won't speak to a person like this. But it doesn't mean that Apple is reaching for a dumber market.

"Techies" have to understand that there are peoples that legitimately have other interests.
Rating: 7 Votes

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