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.

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