During Sunday’s Oscars, Apple aired a new commercial for the iPad Air 2. While Tim Cook recently intimated that the enterprise is Apple’s best bet for iPad growth, the company’s most recent commercial naturally centers on something a bit more relatable — filmmaking.

DON’T MISS: To sell the Apple Watch, Apple may go where it has never been before

Narrated by Martin Scorsese, the commercial, like a number of other iPad ads, positions Apple’s tablet as a more-than-capable content creation device. Though the commercial itself never once mentions the word “iPad”, it does a successful job of conveying the utility of Apple’s tablet, whether you’re creating music, making a movie, or engaging in any other type of creative endeavor. It’s also worth pointing out that the commercial was shot entirely with an iPad Air 2. At the very least, Apple certainly practices what it preaches.

Scorsese’s narration reads in part:

You can’t do your work according to the people’s values. I’m not talking about ‘following your dream,’ either. I never like the inspirational value of that phrase. Dreaming is a way of trivializing the process, the obsession that carries you through the failure as well as the successes which could be harder to get through.

If you’re dreaming, you’re sleeping. It’s important and imperative to always be awake to your feelings, your possibilities, your ambitions. But you also know this, for your work, for your passions, every day is a rededication.

It’s worth noting that the inspiring narration was partially lifted from Scorsese’s 2014 commencement speech for graduates of NYU’s Tisch School for the Arts.

View Comments