Apple’s New iPad 2 Campaign

Apple has recently released a new iPad Air 2 campaign at the Sunday football showcasing various physical as well as software applications for the iPad Air 2. Featuring the title `Change’, the ad features a significant change in the marketing campaign of the company for its flagship tablet and is a departure from last year’s iPad Air which was focused on a single user.

Apple had previously promoted the iPad Air and iPad mini through its `Your Verse’, campaign and highlighted a single use case for the iPad in every ad of the campaign, in a particular field or discipline like mountaineering, sports training, marine biology, Bollywood choreography, music competition, travel writing and urban activism.

This new entry is not just the thinnest and lightest iPad created, but also the most powerful. From the studio to the classroom, the field to the garage, it helps individuals to identify new and improved ways to the various performances of their choice.

The original iPad when introduced four years ago set the standard for thinness and lightness and since then it has become even thinner and lighter which is due to its durable aluminium unibody. All Apple products are made from highly recyclable materials like aluminium and hence great efforts have been done to exclude harmful toxins from their components.

Colours Richer/Images Vivid & Sharper

The previous generation displays of iPads had used three separate components and iPad Air 2 has changed it all combining those three layers into only one which eliminates spaces between layers together with the internal reflectance due to those gaps.

The outcome is that the colours are richer, with great contrast while the images tend to get more vivid and sharper. The iPad Air 2 has a custom designed anti-reflective coating which reduces the glare by fifty six percent thus making it the least reflective tablet at present. Beside this, it is clearer and more readable in any kind of an environment such as office, classroom or even outdoors. Much attention is paid to the back of the iPad as it is done to the front with the anodized aluminium body of the iPad 2 which comes in three awesome metallic finishes which includes space gray, silver and gold.
Tagline `Change is in the Air’

Set to The Orwell’s - `Who Needs You’, this minute long ad which is similar to Apple’s `Dreams’ TV ad for iPhone 5s portrays a variety of instances across various settings wherein the iPad Air 2 is utilised in novel ways and the ad focuses on highlighting the device’s thinnest as well the lightness before summing with the tagline `Change is in the Air’.

Moreover the ad also promotes the webpage for the new campaign, apple.com/change and also features the iPad apps that are used in the ad which include Tayasui Sketches, AutoCAD 360, Post-it-Plus, iStopMotion for iPad, INSA’s GIF-ITI Viewer, OBD Fusion, Molecules by Theodore Gray and Animation Creator HD.

The TV ad of the new iPad Air 2 comes a couple of weeks after the release of the three TV ads for its Flagship smartphone, the iPhone 6 and iPhone 6 Plus featuring the voices of Justin Timberlake and Jimmy  Fallon.