The new iPad 2 ad is consistent with Apple's visual and emotional branding style. The ad brands the tablet as bending the way in which media is consumed. A narrator over images of someone interacting with the iPad interface says, "Now, we can watch a newspaper, listen to a magazine, curl up with a movie, and see a phone call." The ad ends with "because now there's this" and an image of an iPad.
The iPad 2 ad captures the cutting-edge qualities that the piece of technology is representative of by the reiteration of the world "now," and by doing so, the viewer feels as though they are witnessing a moment in history that is fundamentally different from all those that came before.