Apple launches poetic new iPad Air campaign: 'What will your verse be?'
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 (opens in new tab) 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:
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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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.
WOMAN IN CHURCH for that line. It must have been planned, it must have been discussed, it must have been on a storyboard before shooting....It's amazing how so many..... take so many shots at God fearing men and women....DOPES!
Cynicism has it's place--off to one side. Me? I wanna barrel through, to climb those heights on steady legs and return down to sleep in peace. As Zummy once said, "Why not the best?"
It has taken me a while to reply to your comments but I thought I would send them, just the same, because they are worth sending. Naivete has its place too, Ross...usually in one's youth when you are ready to "conquer the world" and feel important and feed the ego that youthful people need fed. It is human nature and I get it. I was there before too. You are the exact person I was speaking to when I wrote my original comments about this ad. I appreciate that you are a hard working guy, Ross, and seemingly thoughtful as well. What it would be interesting for you to uncover is the direction of your thoughtfulness. I believe in being thoughtful too and supporting ideas that I believe in and that I hope that I can get others to believe in too. The main idea that I believe in is supporting PEOPLE and their interests as HUMANS. Those beliefs and ideas are counter to the theories and methods employed by huge companies and institutions (whether it is Apple or the US government or Walmart) whose goals are strictly profit driven, growth driven and CONSUMPTION driven. Your generation of people were brought up in an environment where these things (i.e. profit, growth, consumption, AND "personal/individual success") were (and are) the definitions of success. You were programmed and educated to believe that by a society that is controlled by these institutions who all stand to gain more power and more control by you (and us) believing in these types of goals. In the short run, we certainly all (well some of us anyway) enjoy a ridiculously "comfy" lifestyle where we get to indulge in luxuries that humans have never known before: eating, drinking, traveling, blogging, mumbling, bumbling, CONSUMING. What is the cost of all of this CONSUMPTION? We are consuming our planet...faster and faster and faster and faster. We do this all for the sake of indulging more!?!? ....all for the sake of rich guys getting richer?!?! All for the sake of feeding our naive egos a little more and PRETENDING to be or feel important. It might take a while to let some of my comments soak in a little bit. It took me a long time to get to the understanding of the world that I have too, Ross. I am telling you these things because you seem like an intelligent, thoughtful and probably influential person. I think it is important for people like you to influence people in a constructive manner. Please spend some time with some of my ideas and read a few things that might give some additional perspective on the things I am describing. Here is a list that might interest you: - “Libertarian Nation” by James Walsh
- “Manufacturing Consent” by Noam Chomsky
- "Endgame Volume 1: The Problem of Civilization" by Derrick Jensen
Given your sad sack reading list, I'd say you were an inmate somewhere.
Get off course, and lose your way, stuck in some eddy going nowhere? Well, paddle. Find the main current through your life. It's there, you needn't stay lost forever. Sure iPad is just a tool, but for those lost, directionless, akimbo, iPad can be your paddle. It might just be the tool you need, eh?
And what will it cost? Will it cost you your soul? Paddles don't kill souls, people do. So persevere. Pick up the tool, and persevere.
Now, I understand that two right minded people can view the same thing and draw vastly different conclusions, so there are those who my commentary won't resonate with.
And that's okay.
This ad speaks passionately of the human race, citing medicine, law, business, engineering…as noble pursuits, necessary to sustain life…the narrator's voice at times, grave, passion filled, emotive, gushing, lyrical...while the background imagery depicts various people of diverse nationalities in a variety of acts.
But not one black face. Not even on the periphery. Not even in the college marching band segment. And I know many black people who use this product professionally.
A 90 second ad filled with soaring rhetoric designed to elicit feelings within the viewer. And it may have had me save for this, in my mind, grave and pointed omission. The question then becomes: Is omission a form of racism today?
My answer would be 'Yes', based on the feelings this commercial elicited in me.