This Apple commercial for the new iPad Air tablet is clever but within the first few seconds, if you know this is a commercial for the new Apple iPad Air, as Creative Criminals notes, “you will probably see the twist coming from a mile away.”
The commercial starts off focusing at eye level with the top of a table with a pencil resting on a desk. A voiceover describes this powerful tool, used by artists, designers, scientists and astronauts. A tool that is so powerful, it has changed the way we communicate and learn.
The tablet commercial goes on to show the pencil in various locations and at the end, reveals that it was describing the incredibly thin new iPad Air, which has been hiding bend the pencil all along. The premise is simple and in this case it works well to show off just how thin this new tablet is.