# Deceptive Thin Tablet Ads The Thin iPad Air Tablet Hides Behind a Pencil in This Commercial By Laura McQuarrie | Published 2013-10-27 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/ipad-air-tablet References: [creativecriminals](http://creativecriminals.com/tv-commercials/apple-pencil/) 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. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 18% | Activity: 74% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Gadgets](https://www.trendhunter.com/gadgets) ## Key Themes ### What's Driving This Trend - **Deceptive Tablet Ads:** Creating deceptive ads for technology products may undermine trust and consumer confidence in future advertisements. - **Visual Misdirection in Advertising:** Using creative ways to visually divert the attention of the audience in advertisements can create a memorable impression. - **Product Teasing in Advertising:** Utilizing a vague approach in advertisements to build curiosity and eventually reveal the product towards the end can increase customer engagement. ### Who This Affects Most - **Technology:** The technology industry can utilize visual creativity in advertising products to create buzz and excitement among consumers. - **Marketing and Advertising:** The marketing and advertising industry can help technology companies capitalize on emerging trends in visual misdirection and deceptive tactics. - **Consumer Electronics:** Consumer electronics industry can incorporate creative advertising techniques such as product teasing to build hype and anticipation for upcoming product launches. ## Related on Trend Hunter - [Highly Portable Productivity Tablets](https://www.trendhunter.com/trends/new-apple-ipad-air.md) - [Short Film-Inspired Ads](https://www.trendhunter.com/trends/the-underdogs.md) - [Auction-Inspired Technology Commercials](https://www.trendhunter.com/trends/apple-data-auction-commercial.md) - [Ultra-Portable Productivity Tablets](https://www.trendhunter.com/trends/latest-ipad-air.md) - [Featherlight Ultra-Thin Laptops](https://www.trendhunter.com/trends/macbook.md) - [Playful Immersive Productivity Tablets](https://www.trendhunter.com/trends/redesigned-ipad.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Digital Craft Platforms](https://www.trendhunter.com/trends/apple-and-design-miami.md) - [Ultra Slim Light Smartphones](https://www.trendhunter.com/trends/iphone-air-1.md)