This is a more like it from Apple and TBWA: the launch commercial for the new iPad Air.
Makes you want one (and hang the money) and it’s quite a long time since an Apple ad did that.
The pencil is a neat idea of course. It reminded me of another pencil appearance, in this clip from Campaign’s Talking Inspiration series featuring that ambassador for good things in advertising (a very busy one at the moment at that) Sir John Hegarty.
That’s the way to put gadgets in their place.