Last night was the most glamorous, star-studded and over-the-top night in Hollywood. The annual Academy Awards were held last night and celebrated the best in all aspects of film.
Just like other big events in America – the Superbowl, Grammys et al – the Oscars offers prime advertisement slots to the highest bidder, and that being big American companies, including the biggest of them all, Apple.
Apple has a long history of debuting new ads at events such as the Oscars. back in 2010, the very first iPad ad made it‘s debut at the star-studded affair and in 2007, months before the actual debut of the very first iPhone, Apple aired an ad for the phone that simply read “œHello.“
Thus it came as no surprise that this year Apple chose to showcase one of their newest devices with a special focus on movies and the film industry as a whole.
The iPad Air 2 was this year‘s token device and was shown off in all it‘s glory both within the ad and as the ad itself, as the entire ad was shot on an iPad Air 2.
Besides being shot with the new iPad, the commercial was even more meta than that; it featured film students shooting films with an iPad Air 2.
These high school students were from the LA County High School for the Arts. They were each given an iPad and as part of one of their projects, had to film a short film with the iPad over a weekend. The “˜behind-the-scenes‘ footage of their project was used as the ad.
However, as we know, Apple like to enlist the help of famous, poignant celebs in their ads. This time around they counted on famed director and overall film genius Martin Scorsese.
Scorsese provides the voice-over for the ad, talking in his distinctive style about hard work and creativity. The sombre words of Scorsese combined with beautifully shot footage and a sullen soundtrack makes this a typical – yet beautiful – Apple ad.
Check it out below:
Source: The Verge
