New Apple Ads Tout ‘Change’

New Apple Ads Tout ‘Change’

This story was originally published by

Apple has launched an online ad campaign to show off the features of the iPad Air 2.




Apple is rolling out a new online and TV ad campaign that highlights the many ways you can use its flagship tablet to get things done.

Set to The Orwells’ song “Who Needs You,” the new 60- and 30-second spots focus heavily on creativity, and include a montage of people using the iPad Air 2.

Each spot features a wide variety of unnamed apps that help people do everything from tune up their car, to manage Post-it notes and make stop-motion animations. Apple has the full list of apps on its website under a new page called “Change.”

While Apple is focusing on entrepreneurs and artists who use the iPad as “an agent of change.” it’s unclear why the company settled on the word “change” instead of, say, “productivity” or “creativity.” This approach does, however, indicate an evolution in iPad marketing. The tablets were once considered ideal content-consumption devices: they let users watch movies and TV shows, play games and listen to music. Now, Apple is focusing on the iPad’s near desktop-level power in its top-of-the-line tablet, which debuted in October. What’s more, virtually all the apps listed on the company’s “Change” page are task-driven.

Read the full article here




Please login with linkedin to comment

Clemenger BBDO Sydney Luke Starr NGEN

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]