Apple Debuts Two New 'Your Verse' iPad TV Ads Emphasizing Music and Travel

Apple has debuted two new video ads for its "Your Verse" iPad Air campaign that showcases the tablet being used in a variety of situations. The pair of ads profile Esa-Pekka Salonen, a Finnish conductor who composes music with the iPad Air, and travel blogger Chérie King, who uses various apps to map her journeys and translate foreign languages on the fly.


Salonen's Your Verse ad
displays the musician taking a simple musical concept and developing it into a full composition, using apps such as Touch Press' The Orchestra and Notion to sound out various instruments. The composer is also seen using Pianist Pro, which is shown being used before a whole orchestra plays a musical piece.


Meanwhile, King's one-minute spot shows the writer traveling to various places including Morocco and Vietnam while using the iPad Air in a number of ways. Apps such as Wordpress, Facebook, and Twitter are shown being used to record the journey, while Triposo and iTranslate are used to find popular destinations and translate foreign languages in real time, respectively.

As with the other Your Verse ads, both videos have corresponding sections on Apple's website which go into details about the stories of both individuals and how the iPad Air has helped.

Apple debuted its initial Your Verse iPad ad in January alongside a corresponding website that shares a number of experiences. Other stories have noted the iPad's use in mountaineering, sports, choreography, oceanography, and more.

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Top Rated Comments

AstronomyiPhone Avatar
133 months ago
Have yet to see Samsung try to copy that approach. ;)

Check your TV in ten minutes.
Score: 12 Votes (Like | Disagree)
japanime Avatar
133 months ago
I'll bet that composition sounds absolutely terrible through Beats headphones. :D
Score: 8 Votes (Like | Disagree)
Amplelink Avatar
133 months ago
The first ad sucks because I will never pick up a violin or use a piano; I'm too old for that crap and have zero interest in it.

The second ad is the same old song and dance but in a different costume.

Basically if you already own a iPad 2 and up it can do everything as seen in the ads. These commercials have the same old theme; nothing new to see.[COLOR="#808080"]

You miss the point of brand marketing. This is not solely about introducing new features for the iPad. It's about, in part, the possibilities that are open to YOU, the consumer, if you have something as wondrous as an iPad. Brand marketing is about emotional associations and not simply touting a bunch of hardware features for the geek crowd.
Score: 7 Votes (Like | Disagree)
blue22 Avatar
133 months ago
Classy...

Brilliant TV spots for the iPad. Have yet to see Samsung try to copy that classy approach. ;)
Score: 7 Votes (Like | Disagree)
iSteve-O Avatar
133 months ago
People, please stop taking pictures with your iPad. Thank you.
Score: 6 Votes (Like | Disagree)
afsnyder Avatar
133 months ago
The first ad sucks because I will never pick up a violin or use a piano; I'm too old for that crap and have zero interest in it.

The second ad is the same old song and dance but in a different costume.

Basically if you already own a iPad 2 and up it can do everything as seen in the ads. These commercials have the same old theme; nothing new to see.

----------



Because the money maker is the full size iPad with a $100 premium.

I agree; Apple is doing a terrible job promoting the smaller iPad which I find more useful.

I think that these ads aren't supposed to be new and show off stuff you don't know already about them. Most people know what an iPad is and that it can do so many things... it's time to educate people that iPad is a classy and worldly product and you shouldn't be using Samsung/Microsoft because they are too generic and boring even though they do the same things.
Score: 5 Votes (Like | Disagree)