"What Is iPad?"

The iPad has been in stores for less than a month and it has already become a "revolution". This spot asks the basic question, "what is iPad?". The iPad is not competing, but destroying the competition. It makes the Kindle look primitive. Most consumers will see their "want" desires increase while watching this spot. I personally felt excited, and caught myself thinking about purchasing one myself. The spot tells the listener that they already know how to use it. Apple has created a revolution for every product they have created. When you think MP3 player, you think iPod. Their brand has become associated with the product category. With the Kindle, you have to hold it a certain way. With the iPad, this spot tells you there is no wrong way to hold it. This spot creates excitement, thoughts of desire, and creates a trend, that Apple has always done with their products. I take away from this strategy the idea that telling the consumer what the product is, in a simple manner, and how it will benefit, is the ultimate way to create strong impressions.