Apple has just debuted a new TV ad for the iPad Air 2. Aptly titled “Change,” the ad heralds a significant change in the company’s marketing campaign for its flagship tablet.
Previously, Apple promoted the iPad Air and the iPad mini through its “Your Verse” campaign. In every ad of the campaign, it highlighted a single use case for the iPad in a particular field or discipline (e.g. marine biology, mountaineering, sports training, Bollywood choreography, travel writing, music composition, and urban activism).
Now, Apple is featuring a variety of use cases for the iPad in its new “Change” campaign, beginning with the new ad of the same name, which you can check out below:
If you can’t see the video embedded above, please click here.
Set to The Orwells’ “Who Needs You,” the minute-long ad, similar to Apple’s “Dreams” TV ad for the iPhone 5s, shows a number of instances across different settings where the iPad Air 2 is used in novel ways. The ad also makes a point of highlighting the device’s thinnest and lightness before ending with the tagline, “Change is in the Air.”
The ad also promotes the webpage for the new campaign, apple.com/change. On the webpage, Apple notes:
iPad Air 2 isn’t just the thinnest and lightest iPad we’ve ever created. It’s the most powerful. From the studio to the classroom, the ﬁeld to the garage, it’s helping people discover new and better ways to do the things they love. Imagine what you’ll do with it.
The webpage also features the iPad apps used in the ad, including Tayasui Sketches, Post-it Plus, iStopMotion for iPad, AutoCAD 360, INSA’s GIF-ITI Viewer, Molecules by Theodore Gray, OBD Fusion, and Animation Creator HD.
The new iPad Air 2 TV ad comes just a couple of weeks after the release of three TV ads for Apple’s flagship smartphones, the iPhone 6 and the iPhone 6 Plus, all of which feature the voices of Jimmy Fallon and Justin Timberlake.