Apple today added two new 30-second video advertisements, "Sound Verse" and "Light Verse," to its YouTube channel. The pair are part of Apple's new ad campaign that focuses on how people are using the iPad for music, mountaineering and more. The uploaded clips, which have been airing on television for several days, are shortened versions of the original 90-second "Your Verse" ad that debuted during the NFL playoffs earlier this month.


As their names imply, almost every scene in the "Light Verse" ad includes sunlight or the use of light in the scenes, while the "Sound Verse" clip features the power of sound.


Apple also launched a companion website called "Your Verse" that takes a closer look at how the people in the advertisements are using the iPad in innovative ways, a familiar theme that Apple has promoted in the past. Late last year, the company debuted its "Life on iPad" video and companion website that showcase the many ways the iPad is transforming the home and the office.

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Top Rated Comments

notjustjay Avatar
97 months ago
No power in the verse.
Score: 3 Votes (Like | Disagree)
east85 Avatar
97 months ago
I really dislike both of these. Should have kept with this direction:
//www.youtube.com/watch?v=NoVW62mwSQQ
Score: 3 Votes (Like | Disagree)
Infinitewisdom Avatar
97 months ago
These shorter ones really lost the magic of the full length version. Apparently good advertising is really hard, but I wouldn't be surprised if they hit a grand slam soon.
Yep, I agree. These are actually quite lame shortened. No dramatic tension whatsoever. And I think a large part of what makes the long one work is the background music. Doesn't work here.

The sad part (for Apple) is that I'm sure these are the spots that will run more often since they're only 30 seconds.
Score: 1 Votes (Like | Disagree)
osaga Avatar
97 months ago
These shorter ones really lost the magic of the full length version. Apparently good advertising is really hard, but I wouldn't be surprised if they hit a grand slam soon.
Score: 1 Votes (Like | Disagree)
driceman Avatar
97 months ago
These are alright, but I thought the full-length one was 10 times more powerful. Really got the message across that iPads are very useful to a lot of people and are intended to supplement your career or your passions, not to be used to play Angry Birds.

The optimist in me is saying that Apple does actually want people's lives to improve because of iPads in one way or another; the cynic in me is saying that they're just doing their best to get a few hundred bucks out of you as soon as possible; and the realist in me says they want people's lives to improve so those people tell their friends that, and thus more iPads are purchased. :D

Anyway, I like this ad campaign. Much better than a lot of their recent efforts.
Score: 1 Votes (Like | Disagree)
na1577 Avatar
97 months ago
When was the last time Apple released an ad that wasn't terrible? I see what they're trying to do with these and it just doesn't work. It's not inspiring and it totally misses the mark, same with that Christmas one (//www.youtube.com/watch?v=v76f6KPSJ2w).
Score: 1 Votes (Like | Disagree)

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