New iPad 2 Ad Pushes All the Right Buttons VIDEO

Why is Apple so successful? Discover a few clues in this new iPad 2 ad the company premiered late Friday. Leave it to Apple to show us in a mere 30 seconds how the world has been turned upside down - not necessarily by the iPad, but you might infer that after you've seen this commercial.



On a personal note, I produced and directed television ads for a long time in a previous life, and I can't help but admire the stagecraft here. Of course, the spot covers all the bases with its soothing piano music lulling you into compliance, showing the product on the screen the entire time with warm and complementary color palettes as backdrops, demonstrating the product in use, and appealing to the emotions - all with extraordinary production values.



It pushes all the right buttons, and then takes it one step beyond. Peter Coyote's pitch-perfect voice-over performance sells it, aided by a script that comes close to taking responsibility for the astonishing ways the world has changed. How's that? 'Now, we can watch a newspaper, listen to a magazine, curl up with a movie, see a phone call.' Yes, you can do those things with other tablets, but Apple has a subtle way of taking credit for such things without even having to say so.

Author: / Posted: 19-06-2011