Ad of the Day: Apple iPad 2

Nothing has changed yet everything is different in TBWA's latest

Four spots into their iPad 2 advertising campaign, Apple and TBWA\Media Arts Lab continue to preach the virtues of technology that does you the biggest favor simply by getting out of the way.

Peter Coyote again provides the voiceover. "We'll never stop sharing our memories or getting lost in a good book," he says. "We'll always cook dinner and cheer for our favorite team. We'll still go to meetings, make home movies, and learn new things. But how we do all this will never be the same." The visuals show iPad users, unmoored from the desktop and even the laptop, engaged in the revolutionary behavior of doing what they've always done—just with more powerful, portable tools.

The manifesto was laid out in "We Believe," the first iPad 2 spot back in April (scroll to the bottom to see all three earlier ads). "When technology gets out of the way, everything becomes more delightful. Even magical. That's when you leap forward," Coyote said then. The point being—the iPad improves your regular life, the one you've already been living, not just your computer life. This is what Steve Jobs means by the "post-PC" world. "Our competitors are looking at this like it's the next PC market," he said in March. "That is not the right approach to this. These are post-PC devices that need to be easier to use than a PC, more intuitive."

Tech products that make you more human—that's always been Apple's promise. The tablet just pays it off that much more elegantly—with advertising to match.

Client: Apple
Product: iPad 2
Spot: "We'll Always"
Agency: TBWA\Media Arts Lab
CCO: Duncan Milner
ECDs: Eric Grunbaum, Scott Trattner
GCDs: Chuck Monn
ACD/AD: Simon Cassels
ACD/CW: Claire Morrisey
AD: Vidur Raswant
Agency Producers: Anne Oburgh, Travis Roever, Christopher Shaw
Production Company: Untitled, Inc.
Director: Glenn Martin
DP: Jason McCormick
Editorial Company: Nomad Editing Company
Editor: Kevin Clark
Post Co: D-Train
Lead Flame Artist: Ben Gibbs