Apple just debuted a new iPad Air commercial and campaign centered around poetry and what it means to be human. Called "What will your verse be?" it once again ties into Apple's "intersection of technology and liberal arts" theme by acknowledging the importance of science, but praising the achievements of the human soul. The ad is complemented by a page on Apple.com that shares some verses, from the top of the world to the depth of the ocean. The voice is Robin Williams 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?

It's beautifully shot and gorgeously produced. Depending on how you feel about Apple, and about advertising, you could see it as following in the same tradition as the "Think different" campaigns "here's to the crazy ones" and of the iPad 2's "Technology alone is not enough", full of bold, provocative, inspiring images and jargon. Or you could see it as over the top and out of touch.

It's going to take me a few more viewings to figure out how I feel about it. Meanwhile, let me know what you think.

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