Call me a romantic, but I’m a huge fan of simple video. Back when I was in film school, the short films/movies that really stood out to me were the ones that had little dialogue and used the moving image to tell you the story. They don’t tell you what to think, instead they leave you to decide how you feel about it for yourself. The latest iPad mini Smart Cover ad/promo is a perfect example.

There’s no voice over, just a simple demonstration of how easy the cover is to apply and how it activates the display. It shows all the available colors as they change in perfect synchronization with the piano track in the background. It’s the perfect promotional video. It shows you exactly what it needs to, and doesn’t tell you what to think about it. No “most amazing”, “thinnest”, “magical”, “revolutionary” superlatives in sight. It’s my favorite yet.