Word association is the name of the game in this new Apple commercial. The ad is promoting the new iPad and starts with a series of words flashing quickly across a white screen. The random words eventually stop and the first word chosen is wild. The commercial then runs though different content on the iPad that relates to the word. Examples of this are Oscar Wilde and a dangerous dinosaur video game.
The commercial continues to scroll through words and when it stops the second time, the word is bright. A light switch is flicked in a children's interactive game, a word is highlighted in an textbook app and solar flares are shown. All of these things are meant to connect with the word light.