Apple airs new ‘Your Verse Anthem’ iPad Air ad

By , Jan 12, 2014

ipad air verse anthem

Apple began airing a new commercial for its iPad Air today, during this morning’s NFL playoff game between the San Francisco 49ers and the Carolina Panthers. The ad, entitled “Your Verse Anthem,’ feels familiar in that it shows how people from different walks of life use the iPad.

But that’s about where the familiarity stops. The spot itself is set to a voiceover from the film “Dead Poets Society,” which carries a very serious tone, arguing that the need for poetry, beauty and love outweigh the need for more noble pursuits such as business, engineering, and the like…

Here’s the ad:

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. 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,“Oh me, Oh life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these. Oh me, oh 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? 

So, what do you think about the new ad?

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  • Laszlo Gaspar

    I preferred life on the iPad, that was a great ad

  • Framboogle

    Are you guys gonna do an article on ClassicSwitcher? It just hit Cydia!

    • Anonymous

      They already did 2 days ago

    • Inseltraeumer

      here’s my review in short: very pre-iOS 7ish, works mainly just fine but tends to cause springboard crashes (but maybe that’s another tweak I’ve installed, I suspect Activator which has quite a lot of bugs.

  • Mohammed Sahib

    Apple ‘airs’ a new ipad ‘air’ ad that breathes a fresh ‘air’ into the new ‘era’ of Apple’s marketing.

    • Nate McKelvie

      Awe your just full of hot air!

  • SMFH

    This ad is so stupid.

    • Maxim∑

      go watch your McDonald’s commercials, this was another great/different ad from Apple

    • N&LH

      What do yo want to see in the ad?

      • Raashid

        How about facts? Facts about the product that put it ahead of the competition…nothing like that exists for the iPad as far as I know.

      • N&LH

        They showed that in the ad but didn’t really focus on it

      • N&LH

        I think one of the purposes of this ad is to show that, people use the iPad everywhere for different purposes

      • Raashid

        “people use the iPad everywhere for different purposes”

        That indeed is a fact, but a lame one ’cause it’s not showing what the iPad has that puts it ahead of the competition. People also use Android and Windows tablets every for a lot more purposes…

      • mehrab

        The ipad air has an a7 chip bla it has an isight camera bla bla a all new design bla bla
        That sounds like a fun ad for you? Seriously?
        And its okay that your defending samsung its in your blood.

      • Raashid

        Nope, that’s an idiotic ad (the way you put it). This (http://bit ly/181ZF77), this (http://bit ly/1aiwcVs), and this (http://bit ly/181ZF77), are factual ads.
        It’s okay that you’re mindlessly following Apple’s behind, it’s typical of you.

      • bring_it_on

        So windows and android can play that card as well..This is apple’s advertisement style..Want to know more about the ipad? Go to apple’s website or an apple store..No one is going to present a thesis of why the ipad is the world’s highest selling tablet in an advertisement..Specs really do not sell a consumer electronic..They matter mostly to a small niche of geeks..Vast majority identify more with functioning of the device and whether it provides them an enriching expereince..they could care less about how that is acheived..

      • bring_it_on

        Thank god you aint into marketting or advertisement..Learn a little about what makes consumer electronics “sell”..Its not pure specs or features..its widespread public appreciation, satisfaction and a desirability to own these devices…Its been like that for decades! People buy what they like..Not how many cores the internal processor has, or how much RAM is in it..Its about the overall expereince of using the device that an overwhelming majority of the folks really care about..Not running some cool Launchers to change the direction in which the app pages turn !

  • jack

    funny how every apple video on youtube has lots of downvotes.. maybe scamsung is paying people again to badmouth apple?

    • Raashid

      Funny how almost every Microsoft and Samsung factual videos on youtube has lots of downvotes. Maybe Apple is commanding iSheeps again to turn a blind eye to non-Apple products?

      • jack

        apple was never accused of such thing. scamsung however was accused, proven guilty, and fined. in addition they cheat on benchmarks and other scams. even their ceo was charged with tax fraud.

      • Toured

        And Apple ochestrated price fixing and lockouts in the ebook market and tax evasion like Starbucks. No one is innocent.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        Apple was never accused of such thing, neither were they accused of crying to daddy Obama to veto ban on their devices, neither were they accused of stealing and patenting existing technology, neither were they accused of being typical business hypocrites, etc. It’s just on the news…not an accusation -.-

      • N&LH

        Do you any evidence about what you have said ?. In regards Samsung, Samsung does that because I remember a court said that Samsung paid money for people to write negative comments on some products. I cannot remember which company

      • N&LH

        Apple is a trusted brand, not like piece of junk Samsung

  • Raashid

    “apple com/ipad for facts”

    @franckkamayou:disqus Been there, done that. None of those facts put it ahead of the competition, ’cause none of them are exclusive to the iPad…doesn’t matter ’cause the Apple iPad is still the only iPad known by illiterates.

    • mehrab

      Bro you dont even own an ipad air? People own iphones and ipads bcos they are illiterate? Nope its bcos they love them and they dont care how many more megapixels or cores competition have bcos they simply dont give a crap. Out of that percentage of millions of people thousands get bored to android then atleast a thousand or more come back to apple again.
      Just so you know the ipad air has the most optimized os app store and is the fastest lightest thinnest well for a tablet being covered with aluminum and has the best cameras on a tablet. What else could you want? Sorry it cant cook you indian food

      • Raashid

        Who’s talking specs? I’m talking functions. Couldn’t give a rats ass how fast it is if I can’t utilize that power beyond playing angry birds and other non-interactive IAP-infected games (which make up for over 75% of the AppStore). The iPad is simply an oversized iPod touch, nothing more, nothing less. As I have used an iPhone, I know what the iPad has got to offer and nothing justifies it’s purchase over a Transformer T100. Specs isn’t everything, neither is beauty.

        Regarding having the most optimized OS app store, that’s an old school straw excuse and doesn’t stand anymore when there’s the Windows store. Apps on the Windows Store are optimized for tablets, whereas apps on the Windows phone store are optimized for smartphones…no app quality issues here.

        What else I want from a tablet? How about freedom to make it my own (i.e. make it look and work the way I want it to), ability to use it with a wide variety of common USB/Wireless accessories without nonsense manufacturer taxes (unnecessary expenses due to non-standard/proprietary hardware/software), ability to get every computing work done, etc…sorry, I don’t see the point of carrying multiple devices around for computing tasks.

      • mehrab

        A tablet is not supposed to do stuff a pc does
        And a pc is not supposed to do stuff a tablet those
        Mix them up and fail f***** hard.
        Thats all i have to say tbh.
        Ipads are better tablets then any other
        Macs are better then windows computers tablet hybrids surfaces pros rt”s or whatever gazzalion more
        Macs have the highest customer satistfaction and is rated number one
        Same with the ipad with it also dominates the tablet market.

      • Guest

        DELETED

      • Raashid

        Sounding like a victim of Apple’s reality distortion field…why am I not surprised. Here’s a touch of reality; Desktop, Laptop, Tablet AND SmartPhone are all current form factors of a PC (Personal Computer). They barely define the functionality; that’s mostly done by the OS, and it doesn’t need to be limited to bastardized apps (like in the case of iOS/Android/Windows RT) to be considered a Tablet OR SmartPhone. In fact, when the technology gets there, expect to see a Surface Phone that transforms into a Surface Pro similar to the attached images.

        Regarding the best tablets/computers, that’s totally subjective and it’s for you to decide for yourself. In my case, selling the most doesn’t automatically imply the best good; that’s best marketing. The best in my case is the one that offers the biggest bang for the buck, and the iPad/Macbook-Air is at the bottom of that list for me. iPad is the least justifiable ARM tablet on the market as it’s got the highest price tag and the least to offer. Macbook-Air is yet another ripoff; selling at the same premium price as Surface Pro despite it still not offering a full-hd screen nor the functions of an iPad and Wacom board like the Surface Pro.

        Regarding customer satisfaction, I and 91% of other computer users are satisfied with our Windows PCs, I’m far from satisfied with Mac OSX and here’s a recent Mac user with my exact experience (http://zd net/1eSYtFV)…

      • mehrab

        Your absolutely right i just saw the light apple sucks! Your the smartest man on earth oommmmyyyygoodd so smart so cool windows pcs are incredibly aqeaome would be an understatement my ipad air was just you had a better display build os had faster peocessing and stuff but who cares i can snap two apps at once on my rt woohoooooo #surfacertforever
        Dont even get me started on that weird fast sleek looking macbook air its an absolute ripoff

  • Javier Lopez

    When your product is so widely adopted and your market share is so dominant, there is no need to explain why iPad is better than the competition.

    This commercial, in my opinion, is one of the best I’ve seen from Apple in a long time.

  • hkgsulphate

    Why did they hide the Misunderstood ad? 7 million views lol

    • Lady GAGA

      What is that ?

  • Ninja Banana

    Not a full review, a beta version that iDB showed off. They said they will be doing a more in-depth review when ClassicSwitcher hit Cydia.

  • onebyone_

    10/10 one of the best very great work.

  • Max Van de Water

    Which drawing app is used in the ad??

  • Litchy

    It’s deep, well produced and nice to watch.
    I still don’t really like it as a commercial for iPad… Don’t know whats missing but something is