Apple - iPad mini - TV Ad - Piano

This week Apple released their new iPad Mini, and with that came a new ad campaign. Based on the commercial posted above, the SMP Apple has arrived at is "Every inch an iPad". I think that this proposition, as well as its execution, is brilliantly executed and will likely guide this product's advertisements for its lifespan.

The ad itself is simple yet powerful. In order to link the products together, nothing is more effective than showing the two side by side. The iPad mini is simply a miniaturized version of the original hit Apple product, and this shot lets consumers see that size is the only real difference. Not only that, but the two are also running the same program and are used in identical ways. Both products are used in harmony (both literally and figuratively) and this is a powerful reason to believe that this product is a sibling to the original iPad.

The SMP and the commercial that Apple used are simple, effective, and clean. They don't make a mess of trying the communicate their message, and this is what makes advertising super effective. For now, since size is the main differentiation between the iPad and the iPad mini, "Every inch an iPad" is a perfect SMP. It's catchy, easy to understand, and communicates the point. Neatly and cleanly. Thanks Apple, this is a commercial I will actually enjoy seeing on television.