These Intimate, Globe-Spanning iPad Ads are Apple's Best in a Long While

The tablet as collaborator, not computer

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Apple updates its "Your Verse" iPad campaign with a pair of gorgeous 60-second spots focused on the tablet's ability to facilitate music creation and help users travel the globe.

One ad presents London Philharmonic conductor Esa-Pekka Salonen as he uses an iPad to compose, while the other follows hearing impaired writer Cherie King as she visits Iceland, Morocco and locales in Asia.

After a year in which Apple struggled somewhat to find its advertising voice, this latest iteration of "Your Verse" finds the tech giant and its longtime agency, TBWA\Media Arts Lab, in fine form.



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