Apple sure knows to pick its moments to debut fresh advertisements. Apple's marketing team has debuted a new iPad ad to air during the Oscars ceremony. In it, the company features students at Los Angeles County High School who are using the iPad to write, produce, shoot, score, and edit films.
The commercial features a voiceover from Martin Scorsese and is called "Make a film with iPad". Scorsese says the following:
"For your work, for your passion, every day is a rededication. Painters, dancers, actors, writers, filmmakers, it's the same for all of you, for all of us. Every step is a first step, every brush stroke is a test, every scene is a lesson, every shot is a school. So, let the learning continue."
As a matter of fact, the ad itself was filmed entirely on an iPad Air 2. Apple also created a special section in the App Store highlighting the various apps used by the students for their filmmaking.
The timing of this ad shows a similar strategy to what Apple pursued with its Grammys ad earlier this month.
Back then, director So Me created a short film focused around a collaboration between Swedish recording artist Elliphant, DJ The Gaslamp Killer, and English producer Riton. Just like now, the apps used by the artists were then highlighted on Apple's own website.