While I think this ad does it’s job of being aspirational, I don’t like it because it’s all aspiration.
Yes I know, The whole point of ads are to be aspirational, but that’s not my point. My point is that the people are out of focus. I agree more with Ben Thompson (Part 1, Part 2) than I do John Gruber on this–though I do think that Gruber makes an excellent point about Forstall’s absence.
Simply put, I don’t like this ad because it doesn’t show the iPad in action–indeed, it barely shows the iPad at all. Instead, the viewer projects whatever he or she imagines about the work being done in the hazy, out-of-focus background. This is doubly effective, because by nature, our eyes are drawn to what is in focus. The whole point of this ad is to NOT see what is happening in the real world, but to imagine I too, could be like one of those people (who aren’t using iPads) if only I had an iPad (like the people in the haze don’t). If I bought an iPad to enable me to be just like them, I could feel a lot better about myself.
Effective marketing technique? Yes. But what does this ad tell you about the product? Exactly the square root of jack.