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Apple was having some trouble with words last year—stumbling a bit in the copywriting department as it struggled to breathe life into the stilted, inward-looking "Our Signature" campaign. The company finished the year strong with a lovely a holiday spot anchored by a clever script. But that ad was voiceover-free—visually and thematically poetic, but not linguistically so.
Now, the company begins 2014 with a gorgeous new commercial for the iPad Air, and it does have a poetic voiceover, although they are someone else's words.