Apple has used the metaphor of a pencil to demonstrate the hidden "power" of its lightest and most technically advanced tablet yet, iPad Air.
The camera zooms in on a pencil lying on a range of flat surfaces, with a voiceover by Breaking Bad actor Bryan Cranston stating, "It's an extremely simple tool, but also extremely powerful." At the end of the ad, a hand reaches behind the pencil to reveal an iPad Air.
Brand: Apple
Agency: TBWAMedia Arts Lab
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