Apple, traditionally not known for pulling out stops and advertising during high-cost, high-profile events, has broken that pattern twice recently. First was it’s Super Bowl commercial. Now, the first spot for the “game-changing” iPad broke during last night’s Academy Awards. Only problem was, did not really show how it was going to change the game. It was nothing more than a commercial for a big iPhone, except that it cannot make calls. While it is an amazing piece of technology, I think they are stuck in the “well, we proved that we could make it, now what do we do with it?” phase. It is a whole lot of different things, an e-reader, a browser, a messaging machine…but what it is? I could not see myself writing this post on its touch-pad keyboard, or watching TV on it instead of my big screen. I am not going to make a presentation and edit documents on it.
Since the goal was to create demand for a totally new device, Apple and TBWA/Chiat Day stuck close to their proven playbook. They didn’t introduce any new characters or celebrity announcers. Instead, it was a glossy demo of all the neat stuff that the iPad does. It worked for the iPod and iPhone, eventually, so it will probably work for the iPad as well. However, would have liked to see them break from the norm to promote this device that obviously does just that.