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:
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.