When the San Francisco 49ers met the Carolina Panthers in NFL playoff game Sunday, Apple was there. With a brand new ad, its first big broadcast spot touting the new iPad Air.

Dubbed “Your Verse Anthem,” the 1:30 spot is anchored firmly at that intersection of arts and technology that Apple is so fond of and features scenes of people using the iPad air in precisely those circumstances: Analyzing hockey plays, calibrating windmills, choreographing a halftime show, building a Lego robot, shooting video of a waterfall. All of this is set to a voiceover from the film “Dead Poets Society,” a speech arguing that the need for poetry, beauty and love subsumes the need for noble pursuits like business and engineering, which are themselves essential.

Adam Tow

Like many of Apple’s ads, the spot is typically over-reaching, bordering on hyperbolic (recall another iconic Apple advertisement that also debuted during a big football game). But it’s also effective and pretty powerful. It’s hard to look at all these various iPad use cases and not conclude that the iPad and other devices like it are having a transformative effect on our culture. Certainly, that’s the argument Apple is making here.

Here’s an embed of the video and the text from the voiceover. You’ll find the ad itself here and, for now, featured at the top of Apple’s homepage.

We don’t read and write poetry because it’s cute. We read and write poetry, because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.

To quote from Whitman,

“O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life?
Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”

“That the powerful play goes on, and you may contribute a verse.”

What will your verse be?




8 comments
Chuck1177
Chuck1177

GREAT!  pushes the use of Apple technology, and the best ad since "Here's to the Crazy Ones" 

apearlma
apearlma

Something to note is the Ohio State marching band. They've gotten a lot of kudos this football season for having extremely innovative sets, that were turned around in crazy fast amounts of time. And a lot of football fans would have known that.

MARK DEMAIO
MARK DEMAIO

When you see a KIndle Fire ad, or an MS or a Samsung ad and then you see this, it's clear why APPLE is APPLE. No snipping, no cheesy comparisons, no specs, just over the top, artistic, high drama. This isn't even an ad, it's something far beyond that IMO. I am taken aback by its magnitude. 

zato
zato

What can you say after that...

first last
first last

@Ian Credulous 

yes, seriously.  if the internet was more pervasive in the 90;'s there would have been a site called "pics of people taking pictures WITHOUT USING A VIEWFINDER?!?!lulz!" and it wold have featured a bunch of people holding heir camera out on front of them. Idiots, huh? 


The ipad is an awesome video reorder.  To record video you can use a 'real camera' and hold your eye up to the camera - losing touch with the very thing you wanted to record.  Or you can use a small camera, and hold it out front and try to keep the $%$^ steady.  


OR, you can use an ipad which is heavy enough to stay steady and has a huge screen for framing and composing. using on underwater (as shown in the ad) is a revelation...


I have a Canon EOS 550D (a 'real' camera with a view finder and everything!) and a Canon S90 ( a very good compact camera) .  My mother in law has the ipad. The video's she takes of her grand kids, my kids, by following them around with that easy to see recorder is better than either of my cameras. I dont' recall her feeling foolish at all while using it.

Barry Kushner
Barry Kushner

Wow, the whole commercial went over your head. Maybe mind your own business about who is doing what with their iPads. How is it affecting you if they are using them to video?

Ian Credulous
Ian Credulous

@Barry Kushner How is it affecting me?  When I go to a concert, there's a much bigger slab covering my view from people video'ing with iPads instead of enjoying the music.

@first last, while I see your point a bit, one of the initial frames in the ad was a guy using a TRIPOD for crying out loud with an iPad.  Without a doubt, he'd have gotten better results with a $150 point and shoot.  Or probably even a high-end smart phone.  Though I concede that the "viewfinder" on an iPad is pretty awesome :p.

My larger issue, frankly, was that people are spending so much time capturing video of every moment in their lives that they're not living their lives, this XKCD fair point notwithstanding :) (http://www.xkcd.com/1314/)

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