“We’ll never stop sharing our memories. Or getting lost in a good book. We’ll always cook dinner and cheer for our favorite team. We’ll still go to meetings, make home movies, and learn new things. But how we do all this will never be the same.”
Unveiled today, “We Will Always,” the third iPad 2 commercial by TBWA takes the first two iPad 2 ads — which emphasized device functionality over hardware specs — one step further. Appealing directly to a mainstream vs. early adopter audience, the new ad emphasizes the iPad 2’s ability to perform functions we’d normally complete analog (or on a PC) like the creation of photo albums, reading a book, following recipes, watching sports, going to meetings, making home movings or teaching our kids handwriting (note the shout out to OS X Lion).
In its attempt to push basic human behaviors forward by emphasizing a digital tool that will make them easier, “We Will Always” sort of reminds me of AT&T’s extremely prescient “You Will” ads from the 1990s, except that the device is actually available now. Watch them both and see for yourself. Uncanny, no?