For about 54 seconds of this 60-second ad, we see beautiful photography and hear a stately voiceover paying homage to -- what we believe to be -- that classic tool of artists, writers and composers -- the yellow pencil. The V.O. goes on about how this simple object can be a powerful tool that tranforms how we work and share, as the camera zooms in on the writing instrument sitting horizontally against various backdrops. That is, until a hand comes out of nowhere to reveal something sitting behind it -- Apple's new iPad Air.
Directed by Malcolm Venville out of Anonymous Content, the new commercial for Apple's latest evolution of its iPad tablet takes a cue from the brand's commercial for its laptop predecessor, which also used another basic office supply -- a manila envelope, to show off its slender figure.