Apple has just debuted a new iPad Air commercial centered around poetry and other valuable human pursuits. The 90-second ad shows off the iPad Air’s capabilities in a number of environments as the voice over reads a quote from the film Dead Poets Society:
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?
As with most Apple advertisements, “Your Verse Anthem” is beautifully shot and well produced. The theme of the new ad also ties into Apple’s “intersection of technology and liberal arts” ethos well.
Depending on your outlook on Apple and marketing in general, you could see the new commercial as following in the footsteps of Apple’s iconic “Think different” and “Here’s to the crazy ones” campaigns with bold and inspiring images. Or you could see it as over the top marketing hyperbole.
“Your Verse Anthem” is also complemented by a new page at Apple.com sharing some stories about how the new iPad is being put to use in some extraordinary places.