If Apple seriously thinks that I’m going to abandon my TV for an iPad, they’ve got another thing coming.
TBWA/Media Arts Lab just released its new spot for the iPad 2, “We’ll Always.” This ad delivers more rigid examples of the iPad’s application in your life at home, as opposed to previous spots which simply outlined the iPad’s capabilities. While the first generation of ads were clean and effective, I am turned off by the recent assertion that the iPad 2 is the perfect compliment to any normal lifestyle. Frankly, there are some things that shouldn’t be replaced by iPads.
In the new ad, the narrator assures the audience that some aspects of our life (sharing memories, cooking, etc.) will never change. However, with the enhanced features of the iPad 2, we can consolidate our daily activities into one, single source. Apparently, now we can now eliminate tedious activities such as watching TV or learning to write on real paper.
Correct me if I’m wrong, but wasn’t the iPad concept so cool because it made mobile functioning easier? I am totally in favor of using the iPad to read the newspaper on the commute to work or manage my emails more effectively than on my iPhone. But, when the iPad tries to be more than just a mobile solution, I say “no thanks.” The iPad at home examples in the new spot are lame and useless.
Bottom line: The day my life revolves around my iPad is the day I cease to be a human. The first generation of iPad commercials really worked for me because they showed me the things my iPad could do for me if I wanted it to. The new spot just shows excessive ways to let the iPad take over your life.