Apple‘s iPad business is booming, but the company isn’t letting up on marketing the devices. A new ad for the iPad 2 presents it as a lifestyle companion for your cooking, work, learning and reading, among other activities.
The ad, from longtime agency TBWA\Media Arts Lab, continues the approach of previous iPad 2 commercials, basing the pitch around a simple open-ended setup. In the last ad, it was “If you asked.” It began, “If you ask a parent, they might call it intuitive…” and continued a series of “If you asked” scenarios.
The latest setup is “We’ll always,” which starts, “We’ll never stop sharing our memories or getting lost in a good book. We’ll always cook dinner and cheer for our favorite team,” which leads to the kicker: “But how we do all this will never be the same.” (In an interesting side note, the ad shows a child who has spelled out the word “lion,” a possible nod to the company’s new Mac OS.)
Given Apple’s success, it’s hard to second-guess the “product as hero” approach, which is strengthened by a warm voiceover by actor Peter Coyote. While there’s nothing new in the ad, it continues Apple’s attempts to woo fence-sitters who may be intimidated by the technology.