What is iPad?

Apple has released a new commercial for the iPad, borrowing heavily from the Newton era, asking the question, “What is iPad?” What is iPad? iPad is thin. iPad is beautiful. goes anywhere and lasts all day. There’s no right way or wrong way. It’s crazy powerful. It’s magical. You already know how to use it. It’s 200,000 apps and counting. All the world’s web sites in your hands. It’s video, photos, more books than you could read in a lifetime. It’s already a revolution and it’s only just begun.

What is iPad?

Click on the image below to play the What is iPad video.

Click on the image below to play the What is Newton video.


The iPad campaign was developed at TBWA\Media Arts Lab, Los Angeles, by chief creative officer/executive creative director/copywriter Eric Grunbaum, chief creative officer/executive creative director Scott Trattner, executive creative director Duncan Milner, creative directors Jason Sperling, Chuck Monn, Demian Oliviera, copywriter Ted Kapusta, agency producers Hank Zakroff and Nathan Nowak.

Filming was shot by director Jessica Sanders via Epoch Films, Los Angeles, with director of photography Nicole Whitaker, executive producers Jerry Solomon and Lisa Margulis.

Editor was Glenn Martin at Nomad. Post production was done by artist by Ben Gibbs at D-Train and colorist Stefan Sonnenfeld at Company 3.