The New Yorker Gets Brilliant With iPad Advertising
Mondays immediately take on a magical quality when the first video I happen to watch is something brilliant. All of the sudden, the week has promise. There are still great ideas waiting to be created, and genius has not left the building. No, my Monday morning giddy and rainbows are not a result of a Starbucks overdose. I just love discovering daring use of advertising and technology.
And the New Yorker nailed it with its iPad app ad.
I knew I was in love the second Jason Schwartzman lifted his pillow to reveal he was sleeping on his iPad. I, too have the same relationship with my iPhone and am happy to report that going on three years we’re still in the honeymoon phase.
The ad only got better as Schwartzman took us through his day, attached to the iPad through his offbeat morning rituals, meditations, and even a dip in the pool. All the while, surfing the New Yorker iPad app.
Due to the naked pool romp, I’m guessing an iPad was harmed during the making of this spot. There should be an iPad rights organization looking into that promptly.
The spot was directed by Roman Coppola (he and Schwartzman are cousins), and it has that clean Apple essence of white and brushed blue aluminum. Most backdrops are white on white, and Schwartzman wears pale blue and gray. Nice touch.
Interestingly, Roman Coppola is known more for his directing of music videos. But hey, long-form advertising is the new music video anyway. And just like a squealing teen staying up way past my bedtime watching MTV, I’m now eagerly anticipating the next brilliant iPad app ad.
Just hoping it launches on a Monday.
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