Devices iPad Air News, , , , , , — January 13, 2014 22:18 — 0 Comments

FiLMiC Pro app featured in new TV advert for Apple’s iPad Air

apple, ipad air, tv ad, poetry

A still, featuring the FiLMiC Pro app in action, from the Apple TV ad for the iPad Air

Apple returns to its core strengths and finds its creative spirit with advertisement for latest tablet


Apple has started 2014 with a poetic new message advertising the iPad Air that places the emphasis back on its mobile devices as creative tools.

Look very closely at the TV advert, which aired during the NFL playoff game between the San Francisco 49ers and the Carolina Panthers on Sunday, and you will see that one of the shots features the excellent FiLMiC Pro app, which is rapidly becoming the standard for iPhone/iPad filmmakers.

The ad also features an excerpt of Robin Williams from Dead Poets Society talking about poetry, and life – with the tagline ‘What will your verse be?’

The iPad Air is then featured in a series of creative environments to show off its features – including filming, as a prototyping tool, for writing, 3D prototype work and photographing  the depths of the ocean.

“You might choose to decide that this ad tells you nothing about the iPad Air. But it’s hard to deny that it says a lot about what Apple thinks it stands for — and what many believe it does stand for,” says Cnet’s Chris Matyszczyk.

Here’s the text of the Williams’ voice over from Dead Poets Society:

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. And medicine, law, business, engineering – these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love – these are what we stay alive for.

“For Apple to return to its core strengths – humanity, art, and emotions – is curiously refreshing. Last year’s neurotic, metallic rumbling about what matters being “the experience of a product” can now be placed into the chillier vaults of history, says Matyszczyk.

What will your verse be?

Watch the ad below:

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About the author

Tony Myers has written 866 articles for Smart Movie Making

Fooling around with the iPhone since 2010. Taking it to the next web by writing about new media, new technology, new wave cinema and the digital revolution.

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