February 25, 2013
Lights, camera, action! Those are the three landing words in Apple's new iPad (and iPad mini) TV ad, which has just aired during tonight's telecast of the 85th Academy Awards. The ad, aptly titled "Hollywood," follows the structure of Apple's last couple of iPad TV ads, "Alive" and "Together." Like those two previous ads, "Hollywood" runs through a quick succession of words three times and, for each time, arrives at a featured word, which is then interpreted using different iPad apps. After landing on the word "lights," the ad shows Apple's iMovie app, a shopping app with search results for lights, a Disneyland app showing a lights-filled ferris wheel, and a clip from "Back to the Future." If you can't see the video embedded above, please click here. For "camera," the ad features Instant: The Polaroid Instant Photos for iPad showing photos taken in and around Hollywood, Apple's iTunes app, 8mm for iPad, and a clip from "Apollo 13." Finally, for "action," the ad displays a clapperboard with "The Social Network" director David Fincher's name on it, Apple's Maps app showing the Flyover visuals for the Hollywood sign, the Action Movie FX app, and a clip from "Indiana Jones." The ad is embedded above in its entirety for your viewing pleasure. Now excuse me while I go back to watching the Oscars.