Ad of the Day: iPad

Apple praises the device's new screen, but is that enough to get people excited?

It's been less than 24 hours since tech nerds around the world waited with bated breath as "the new iPad"—not the iPad 3 or the iPad HD, they quickly discovered—was finally unveiled. In classic Apple form, the brand wasted no time in releasing its first commercial for the gadget, touting its new Retina display, which boasts 3.1 million pixels powered by an A5X chip. (I'm not sure what this means, but we can probably assume it's very, very pretty.)

The new spot, by TBWA\Media Arts Lab, focuses on what happens when a screen becomes "this good." Your pictures become more vibrant, your words sharper, your (Pixar) movies more brilliant, etc. Of course, the ad closes with the requisite video of a smiling child, which, set to the sweetly fluttering soundtrack, is sure to tug at parents' heartstrings. ("It's just you and the things you care about," says the narrator—because if you care about your kids, you'll need a Retina display to see their sweet faces as clearly as possible, natch.)

It all looks pretty nifty—and more so in reality, I'm sure—but if you're not an Apple geek (or an Apple geek with kids), an entire commercial describing a tablet's screen probably won't get you too wound up. And therein lies the trouble with advertising a product like the new iPad or, if we can remember that far back, the iPhone 4S. Sure, there's a whole slew of impressive technical updates hidden within the casing, but if a product's appearance is a near copy of its predecessor's, how excited will the general public really get? In the case of the new iPad, the Retina display and improved camera are the only immediately visible updates to the iPad 2. 4G LTE? Dictation? New iWork and iLife apps? Yeah, they'll come in handy, but they don't make for an interesting ad.

Give us bells and whistles, Apple. We're a superficial bunch.

Client: Apple
Product: iPad
Spot: "This Good"

Agency: TBWA\Media Arts Lab
Chief Creative Officer: Duncan Milner
Executive Creative Directors: Eric Grunbaum, Scott Trattner
Copywriter: Aimee Lewis
Senior Art Directors: Antoine Choussat, Paul Wysocan, Joe Fotheringham
Art Director: Vidur Raswant
Producers: Hank Zakroff, Rob Saxon, Tessa Kocourek

Production Company Green Dot Films
Directors: Mark Coppos, Rebecca Baehler
Director of Photography: Fernando Cardenas

Editorial Company: Nomad Editing
Editor: Jenny Mogen

Postproduction: d train
Lead Flame Artist Artist: Ben Gibbs