A smorgasbord of iPad

Here’s the latest iPad commercial. As one might expect, it features a bunch-o’-stuff you can do with iPad, set to a catchy tune.

However, as a special bonus Apple has cleverly embedded a copywriter’s aptitude test. Here’s the sequence of words that appear on-screen. Which one doesn’t fit the pattern?

iPad is: delicious, current, learning, playful, literary,
artful, friendly, productive, scientific, magical

Visually, iPad does look delicious in this spot — even if Apple neglects to promote it as tableware. For the moment though, let’s just say it remains one adjective short of magical.

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This entry was posted on Friday, August 20th, 2010 at 10:24 am and is filed under advertising, apple, creative, iPad. You can follow any comments to this entry through the RSS 2.0 feed. You can leave a comment, or trackback from your own site.

  • sfmitch

    I think Apple is cramming too much into this Ad. Slow down, let people see what you are showing them.

    I, also, found the rapid transition between white background with single word and next mini-scene back to white background kind of hard on the eyes.

    I much preferred the older iPhone Ads that took their time explaining how you can use the iPhone to do stuff.

    Not the one I was thinking of but here’s an example of a better (IMHO) Apple ad:

    http://www.youtube.com/watch?v=PF_CS65xfrI

  • http://www.wiebe.ca Mike Wiebe

    I’ve always had the feeling that “magical” must have been a word Jobs decided he loved and then rammed it down the Apple Marketing people’s throats.

    It’s really one of the few Marketing/Ad slogans that I felt was sort of nebulous and not really Apple in any way.

  • ken segall

    @Mike:
    I’m with ya. The “magic” word was criticized mercilessly from the moment iPad was launched. Not sure if they continue to use it simply because they don’t want to bow to the critics or because they really believe in it. I’m of the school that it’s a bit much to call yourself “magical” — it’s the kind of word that only works when others use it to describe you.

  • SnappleMac

    The odd word out is a verb, not an adjective:

    iPad is… learning

    iPad is learning what, exactly? Maybe “iPad is educational” just didn’t sound magical enough!

    Love the ad, though – makes me want one even more…

  • Jimi

    I hate that they show the word after the vision. At the speed that the ad runs it’s really confusing. Usually you would show the word to set up the vision… Especially when searching on google is considered “friendly”, or astrology is considered “magical”. Does this bother anyone else?

  • ken segall

    @Jimi:
    Agreed. I think it defies logic to use the word as the summary instead of the setup.

  • Liebman

    Turns out Apple suing David Copperfield over its use: http://bit.ly/auSLWw