November 29, 2011 Leave a comment
I make fun of Apple quite often on this blog. But truthfully, I don’t have a problem with Apple. The products are good, the company is fine…but I find the Apple cult to be incredibly obnoxious. I wanted to give Apple some credit, so I’ll talk about this new iPad 2 commercial created by TBWA/Media Arts Lab. It’s the first since the death of Steve Jobs.
The copy is well-written and does a good job of conveying the messages of love and passion. And the art direction fits with the words. But the voiceover is what really makes this ad great. Narrated by Peter Coyote, probably better known as being the voice of National Geographic Explorer, there is such warmth and sweetness, but also a sense of mournfulness. It’s almost as if the voice work was done right after hearing the news about Steve Jobs.