Apple Gets Poetic in Latest iPad Ad

Apple goes deep in its new iPad Air TV ad — deep into poetic verse. The new spot features lines from the popular “Dead Poets Society” 1989 flick voiced by star Robin Williams. The tone is serious and worldly and emphasizes creativity.

The voice-over is set to a roving global scene that hops from continent to continent, showing inspiring scenery and creative use of the iPad. Sports, science and entertainment are all covered in the 90-second spot.

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race and the human race is filled with passion…You are here. Life exists and identity. That the powerful play goes on and you may contribute a verse. That the powerful play goes on and you may contribute a verse. What will your verse be?”

The company is emphasizing the “your verse” element and created a microsite to complement the ad. “We’re humbled and inspired by what people do with the iPad. So we set out to capture some of their stories. What will your verse be?,” the company wrote.