updated 11:10 pm EDT, Sat April 2, 2011
iPad 2 TV ad stresses technology out of the way
Apple on Saturday night posted the first-ever TV ad for the iPad 2 (below). The 30-second spot deliberately avoids the push on specs by its rivals and argues that "technology is not enough." It's through the natural interfaces of iBooks, GarageBand, and photos that technology "gets out of the way" and creates something special, Apple said.
It recalls a common theme Apple has used at the end of its keynotes. CEO Steve Jobs has usually cast the company as an "intersection of liberal arts and technology," where creatives and those not locked into the engineer method can make good technology better.
Visually, the ad is a break from Apple's more recent ads, both in the dark scheme but also in its focus. Every shot is a close-up showing a pinch to zoom into a photo or a drag to bend a guitar string, emphasizing the finger touches over seeing the entire app. Apple's iOS device ads have often insisted on showing the full screen to help demonstrate apps and features.
The ad is slightly unusual in launching three weeks after the iPad first arrived. To date, however, Apple hasn't needed any direct advertising to get attention. Sales are still outstripping demand and have been triggering long retail lineups from those unwilling to wait as much as a month for an online order.
Motorola in contrast has focused on attacks that try to cast iPad owners as living in an Orwellian world.