In time for the release of Microsoft's Surface tablet, the Do It All iPad ad was launched to remind people why they love Apple products.
Created by the company's longtime partner at the advertising team of TBWA\Media Arts Lab, the short segment is casual in tone and focuses on the tablet's bright retina display and its intuitive nature.
While it does nonchalantly note all of the different activities that one can do on the iPad, it mainly drives attention to the crisp display and easy-to-operate touchscreen. The short segment manages to cram the tablet user's ability to read The New Yorker, watch a promo plug of Pixar's latest film, create a piece of art and share photos into a mere 30 seconds without bombarding the viewer.
Whether the commercial will help to defend the iPad's lead in the tablet realm is to be seen but the company's easy-going commercial style is certainly interesting.