Apple has released its latest poetic spot for the iPad Air, featuring verses from Dead Poets Society spoken by Robin Williams (Professor John Keating). Viewers are taken on a journey away from ordinary uses of tablet technology, subtly relieving us of the all too familiar cringe felt when someone takes a photo with a big clunky iPad. The spot romantically highlights the beauty in real world applications thanks to the ease in mobility of the iPad Air. The ad concludes by asking, “What will your verse be?”, encouraging us to consider our own moments of creativity. Viewers can explore the verses and stories further on an equally thoughtful site, apple.com/your-verse.
We don’t read and write poetry because it’s cute.
We read and write poetry because we are members of the human race.
And the human race is filled with passion.
And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life.
But poetry, beauty, romance, love — these are what we stay alive for.
To quote from Whitman: “O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish.
What good amid these, O me, O life?
Answer: That you are here.
That life exists and identity.
That the powerful play goes on, and you may contribute a verse.”
“That the powerful play goes on, and you may contribute a verse.”
What will your verse be?
The Your Verse campaign was developed at TBWA\Media Arts Lab.