Apple Airs New “We’ll Always” iPad 2 Commercial

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Apple unveiled its latest iPad 2 commercial on Sunday. The new ad, called “We’ll Always,” sticks with the company’s previous iPad commercial style by highlighting the multimedia tablet’s usability instead of hardware specifications.

We'll Always iPad AdApple’s “We’ll Always” iPad commercial

“We’ll Always” shows the iPad as a photo viewer, book readers, reference tool, communication tool, video editor, and more. It doesn’t, however, mention “iPad” until the end of the commercial, and even then, only in writing.

Apple has been focusing on emotional ties to the iPad 2 with its ad campaigns, unlike competing tablet makers that list which chips they use, and how fast processors are.

“We’ll Always” can be viewed on the Apple Web site.

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Lee Dronick

“Apple has been focusing on emotional ties to the iPad 2 with its ad campaigns, unlike competing tablet makers that list which chips they use, and how fast processors are.”

Well sure, in my observation the competing products are designed by geeks for geeks. Well maybe designed by geeks who think that everyone is a geek.

Bosco (Brad Hutchings)

Apple has been focusing on emotional ties to the iPad 2 with its ad campaigns, unlike competing tablet makers that list which chips they use, and how fast processors are.

LOL. You missed the Xoom’s Super Bowl commercial. Apple does not have a monopoly on campy ads.


There is a fundamental difference between the two ads. True, unlike most competing tablet ads that keep parroting chip speed and ports, Motorola’s tries to tell a little story. Here is the difference, though. Apple’s commercials are devised to elicit very raw emotional response by associating a brand and device with a deeply human activity that in itself triggers emotional responses. This association is made at a very low subconscious level, and from there, our mind proceeds to devise justification for acquiring this device.

Motorola’s message is that everyone who uses these other popular devices is a zombie, and that their own device is a revolutionary mold breaker. This might be effective as a concept if it hadn’t been used already many times by many others. The fact that some of the visuals tend to paraphrase (or spoof) Apple’s decades-old legendary Macintosh commercial doesn’t help much either.

Bosco (Brad Hutchings)

Here’s how Toshiba discusses features, you know, things that matter. Note no mention of processor speed.

Or the BlackBerry PlayBook...

By comparison, I kinda feel like I need to take off my skirt after viewing the Apple one.


ipads help women shed their skirts? That should be a popular sellingpoint ... It definitely works on cross dressers, but maybe all women? Apple - for everyone, no matter what your persuasion ... All inclusive, nice!

Bosco (Brad Hutchings)

Looks like the reference was a bit too obscure for us to get it. It’s funny, though (both the original commercial, as well as your use of the reference).

Still, both those examples clearly show how much more effective Apple advertising is. While the two advertise to the geeks (and from the geeks), Apple’s advertises to the ordinary people (and seemingly coming from the ordinary people).

I recently saw a short lecture by a psychology expert on the reasons why Apple’s ads are so powerful (Can’t find it out there anymore, for the life of me). Ordinary advertising follows along the usual sequence: What-How-Why. In other words: What we are selling (A great new tablet); How good is it? (Check out these specs); Why are we selling it? (So that you can use it for whatever you want it for). The ‘What’ and the ‘How’ are rational questions, while the ‘Why’ tends to be more personal and emotional.

Apple goes in the opposite direction: they hit you first with the ‘Why’ (Here’s how your life will be better with our product); once you get emotionally attached by identifying with the user, you’re briefly hit with ‘How’ and ‘What’ (although sometimes they even completely skip those). The emotional connection is so powerful, it will force your rational mind to find justification, using whatever few specs they give at the end. The end effect is that, despite the quite creatively-looking commercial for Playbook, its sales were dismal. Same for Toshiba (even Motorola).

Bosco (Brad Hutchings)

The emotional connection is so powerful, it will force your rational mind to find justification, using whatever few specs they give at the end.

Sorry. People aren’t so stupid to fall for tricks like that. Look, if you want to say that they focus on “elegance”, while competitors seem to focus more on “features”, fine. These spots are a lot more about brand awareness than eliciting an actual emotional connection. If they’re looking for the latter, there is nothing better than starving kids and flies, lots of flies.

I just object to Jeff’s oversimplifying fib about competitor ads. It’s like the caricature of how Apple people think came to life. And it’s not pretty.


Well, apparently this psychologist seems convinced that it is precisely the emotional response that Apple advertising gets. It doesn’t have to be overt (starving kids, abused cats and dogs, etc). But they do have smiling babies, as well as plenty of most basic-level human connections (soldier in the field talking to young wife and baby; grandparents talking to grandchildren; high-school graduates at the ceremony; musicians creating music; young man and woman discussing new hair style…). If you look at Apple’s imagery and messages in their commercials, all of them employ some human connection; a snippet from a real life (as we all would like it to be). The point is to allow us to recognise some ordinary life situations (some extremely important, some trivial) and how Apple’s technology has helped them happen.

Jeff’s comment may be a bit oversimplifying, but it raises a valid point very clearly.


Apple doesn’t tout their specs for a simple reason:  Their specs suck.


Hey Bosco, where have you been?  Thought you’d be posting like crazy on all the Apple financial performance updates over the past week!!

Actually, no, I didn’t.  LOL.

Bosco (Brad Hutchings)

a snippet from a real life (as we all would like it to be)

Well, my background music would not be that silly piano. I’d go with Atomic Love Bombs when Bryan was their kick-ass frontman. Or maybe some Rise Against and Rage Against the Machine.

Also, since I’ve been reading on my Cyanogen-mod’ed Nook Color lately—a Kindle book—I just can’t get over how awkwardly large that iPad looks for reading. I find that more than funny.


With Nook (or Kindle), you think: paperback; with the iPad, you think: magazine.

Bosco (Brad Hutchings)

Really? 1024 x 600 on Nook Color vs. 1024 x 768 on iPad. I don’t buy the book/magazine dichotomy for a 20% difference in usable screen pixel width. Neither does the New York Times. Note the title of the article.


I was talking about the device size (nook looks more like a book, iPad looks more like a magazine, with its 40% bigger display). I’m not sure any ordinary consumer has a clue about the pixel count on these; the image clarity looks to them roughly the same.

As for the NY Times article, it doesn’t really argue against my point there. All it says is that women prefer cheaper e-readers, while men prefer full-blown tablets. It also says that women buy books more than men (big news there…). Which together easily explains why Nook (and, presumably Kindle) are selling well as e-readers, for books and magazines. I don’t think it mentions the difference in size and which size is preferred.


Here?s how Toshiba discusses features, you know, things that matter. Note no mention of processor speed.

Funny stuff Bosco.  Your Thrive tablet commercial has been on youtube for over two weeks and it has 5 Likes and 3 lousy comments.  I love how you post what you think is a slam against Apple and it blows up in your face!!  LOL.

Toshiba leading innovation - 5 Likes and 3 Comments!!


I watched the video, The first thing it mentions it the SD card slot. Why do I need that? The text below the video says:

Meet the Fully-Loaded Thrive Tablet, with SD card slot, HDMI, USB and mini-USB ports and Six Color Options. The First Tablet to Get it Right.

Seems pretty techie to me. Nothing about HOW you might use this magical device that Toshiba (finally) got right.

Apple’s web page for the iPad opens with the pithy:

Thinner. Lighter. Faster. FaceTime. Smart Covers. 10-hour battery. Starting at $499.

Not quite as techie, but then they don’t really have to be do they? Apple goes on about it’s dual core A5 and multiple cameras. So they also tout some specs. But look where they start.

Thinner - Than what? iPad 1 I suppose, but it’ll make me check with the others. Faster… than what? I’ll have to check, that’ll be tougher than thinner… FaceTime - I’m pretty sure that a non-Apple geek will have a reasonable chance at understanding what that is. Smart Covers - I don’t see other tablets that have those (whatever they are, they’re “SMART”) and finally; 10 Hour Battery life. No one else gives a number when talking about their battery. All in all, a smart way to suck you in..

Android Honeycomb? (This is what leads the video at the Toshiba web site) What is that?


Bosco said: “Sorry. People aren?t so stupid to fall for tricks like that.”

Didn’t people buy Windows PC’s because they they were unsure what they wanted (or even if they wanted one), so they sought help from supposedly “knowledgeable computer folks” (FUD spreaders) and were influenced by price and what their friends had? And there were FUD issues about speed and software?who had the most programs.  FUD = tricks? And price: many PCs were cheaper?though with inferior specs.

Now folks are wiser, and after experience with iPods and iPhones (or even Macs), and after all the issues they had with Windows, they feel better equipped to judge for themselves. And emotional ads just open the door. Now, their friends, including lots of geeks, have iPads, which cost the same or less than other tablets, and are both “cool” and warm (emotional connection), as well as easy to use, and have the most apps.

These aren’t tricks, but real advantages.


Points of view and emotions can be debated ad nauseam. Facts speak for themselves. John Martellaro?s Hidden Dimensions? latest article, Apple?s Tablet Competitors Will Never Catch Up, addresses the facts and leaves the response of emotion to his readers. I, for one, am emotionally delighted. smile

Well, looks like someone has been smoking the pipe or tippling from the bottle, for courage roused, we suspect. Wondered when the tongue of spiel would out and squeal his last gasps of derision. Poignant that it begins on an emotional note though still with the usual retorts of rhetorical distorts in twisted fact and verbiage.

Keep up the good fight, RMG. Good points, JG.

The glove is cast. Will he venture to the article of facts? Doubtful, but he rests assuredly with Bryan?s respect.


Beautiful words, oh great bard!!  I have missed you here, as you have been quiet lately.  The good fight?  Hardly a worthy fight any longer.  It just doesn’t seem fair, given Apple’s ongoing performance.  I will most likely begin to show pity on our favorite jester, for I am a compassionate person.  Just one final set of postings late in the year, with my favorite bonehead predictions that will have so completely missed the mark, just to see if it is possible for him to admit how wrong he was.

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