Apple's Oscars ad featured a voiceover from Martin Scorsese about the art of filmmaking, together with footage of students at Los Angeles County High School for the Arts making films using the iPad. Created out of TBWA/Media Arts Lab and co-directed by Park Pictures' Chris Wilcha and AG Rojas, the spot itself was filmed on an iPad and uses an excerpt from Scorsese's commencement speech to the NYU Tisch School of the Arts Class of 2014. His words are all about the determination and hard work that goes into filmmaking, rather than the more woolly "following your dream." As he speaks we see students filming take after take, editing and creating, and using the iPad for all of it.
Just as Apple's Grammys ad cleverly documented the iPad's role in music-making, this was all about the craft and hard graft of film, and managed to weave the product into the theme of the night just perfectly.