The first-person, single-camera POV that TBWA\MAL’s been fond of using in its spots for Apple products over the years has given way to something, dare we say, classier in this debut ad for iPad 2. Multiple views of the device against a blackened backdrop showcases a variety of apps in play, with soft piano and smooth baritone VO proclaiming, “We believe technology alone is not enough” and “when technology gets out of the way, everything becomes more delightful.” It’s an intriguing statement, yes, but the stylistic changeup in terms of the Apple ad itself is what grabs our attention most so far. Could this be the beginning of a shift in MAL’s visual approach moving forward?
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