Little over a week ago, Apple launched their latest iPad Air promotion. Your Verse. Watch it here:

I spent a bit of time thinking and analyzing this, what makes this commercial have such impact?

There is so much brilliance in this ad. Apple has once again found a way to link one of our basic needs in life back to their products. The need to contribute in a meaningful way, to leave something behind that is greater than ourselves.

Every single shot is an artful creation. You could take any frame out of this film, publish it in a magazine as an ad and it would look good. This is of course all part of the strategy, when you are creating the worlds most respected brand you represent it with the best of the best.

The script

“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion.

Medicine, law, business, engineering, these are noble pursuit and necessary to sustain life.

But poetry, beauty, romance, love, these are what we stay alive for.

To quote from whitman: “
O ME! O life!… of the questions of these recurring;
Of the endless trains of the faithless—of cities fill’d with the foolish;
What good amid these, O me, O life?
That you are here—that life exists, and identity;
That the powerful play goes on, and you will contribute a verse.”

That the powerful play goes on and you may contribute a verse.

What will your verse be?”

This is a quote from Robin Williams’ character John Keating in the 1989 film Dead Poets Society.

The Shots

For this blog I have compiled a screenshot of every shot in the commercial. Scroll down to see them all and learn what you can.

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