The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

January 13, 2014 | 2 min read

This cinematic piece for Apple is brimming with so much grandeur that it occasionally lapses into grandiosity. It uses one of Robin Williams's Dead Poets Society speeches as we witness wonders of all kinds; from those of the natural world to those we humans as a species have interpreted and augmented... with a little help from Apple.

The iPad is used in settings that vary from breathtaking waterfalls and the drama of Tornado Alley to the vaulted heights of cathedrals; the silent art of Kabuki; and the depths of the ocean. Its omnipresence is a cipher for human achievement. Not only can we passively witness grandeur, we can build it. We can explore it - both emotionally via the expressive arts, and in physical space thanks to our ability to produce the technology that takes us there.

According to this spot, the iPad is our extended mind's eye; recording, experimenting, notating, improving. And whether our instinctive reaction is one of awe or one of irritation at Apple's perceived pomposity, no-one can argue that it does one thing very cleverly indeed: with tablets from Google and Samsung hot on their heels, this ad is looking to answer the question in the minds of the modern consumer: who's the daddy?

Ad of the Day is brought to you in association with David Reviews.

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