iPad Ad Pairs Creation and Poetry With Technology

Apple has become exceptionally good at convincing us, through its ads, that we should have emotional connections with our devices. Perhaps not emotional connections on the level of Spike Jonze’s Her, but nevertheless that they should hold important places in our lives.

The company’s newest ad for the iPad Air, Your Verse, explores how we can use the device to share our voice, our passion, or our perspective with the world. It transforms to become less a tool and more an integral part of our creative process.

The Your Verse website explores the creators featured in the ad in more depth—in one case, going deep beneath the surface of the sea.

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