Ad of the Day: Apple Borrows From Dead Poets Society in Evocative Ad for the iPad Air

'What will your verse be?'

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.