Apple has released two new advertisements that show the benefits of owning an iPad Air, focusing on music creation and travel writing.
The advertisements are follow ups to a marketing campaign of Apple that was launched in January, which featured a verse by Robin Williams from the movie "Dead Poets Society."
The Your Verse mini documentaries are ongoing series of videos which highlights how professionals from different fields use their iPads. For these two new advertisements, the featured professionals are Esa-Pekka Salonen, a Finnish composer and conductor of classical music, and Chérie King, a travel blogger with a hearing disability. The said advertisements will air on Sunday evenings for primetime viewing.
The advertisement that features Salonen shows how the musician develops a simple music idea into a full composition through a variety of apps that include The Orchestra and Notion, both by Touch Press, and Pianist Pro. Salonen himself created The Orchestra, which gives users an interactive tour around the Philharmonia Orchestra in London.
"The app allows real-time selection of multiple video and audio tracks, along with an automatically synchronized score and dynamic graphical note-by-note visualization of each piece as it is played. The result is an immersive environment for exploring the music and all the instruments of the orchestra," as per the app's iTunes page.
"I created the Orchestra app to share my love of classical music, to make it more approachable," Salonen says in the advertisement.
"I would be delighted if someone discovers classical music through the app... that alone would justify the existence of the app."
The advertisement that features King, on the other hand, follows the travel writer as she visits countries such as Morocco and Vietnam. King is shown using a variety of apps for various purposes. King used Wordpress, Twitter and Facebook to record her travels, Triposo to locate tourist destinations and iTranslate to translate foreign languages. The video not only highlights the mobility of the iPad, but also its accessibility to people with hearing disabilities.
"iPad has allowed me to become a more adventurous and spontaneous traveler," said King on Apple's website. "And I'm just getting started."
Along with the other Apple advertisements for their Your Verse campaign, both of these videos have their own section on Apple's website, detailing the stories of these two individuals and their experience with the iPad. Other experiences that have been shared on Apple's page for Your Verse include using the iPad for sports, mountaineering, choreography, oceanography and many more.
