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

Sunday July 24, 2011 5:36 pm PDT by Arnold Kim

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:

ad lion

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

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Top Rated Comments

arn

187 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..."

//www.youtube.com/watch?feature=player_embedded&v=8fz6Z6S3Q5M

arn

Score: 47 Votes (Like | Disagree)

Jobsian

187 months ago

Nice subliminal advertising of Lion there :cool:

Score: 26 Votes (Like | Disagree)

rerelease

187 months ago

I love these ads. Short, emotional and not even mentioning the product. Unlike the smug iPhone ones...

Score: 20 Votes (Like | Disagree)

NebulaClash

187 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.

Score: 19 Votes (Like | Disagree)

FlameofAnor

187 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:

//www.youtube.com/watch?v=EuJvwvome1o

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 emotionit 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

Score: 18 Votes (Like | Disagree)