iPad Air Your Verse Anthem commercial

Apple has started to run a new iPad Air TV commercial that focuses on the devices creative potential, titled “Your Verse Anthem”. A vast assortment of beautiful and provocative imagery from around the world is displayed while a voiceover from Robin Williams plays in the background, quoting from a scene in the 1989 movie the Dead Poet’s Society. You can watch the full ad embedded below:

The full text of the commercial is transcribed below, courtesy of Re / Code:

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.

To quote from Whitman,

“O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life?
 Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”

“That the powerful play goes on, and you may contribute a verse.”

What will your verse be?

More serious than some of Apple’s other recent TV spots, the ad is inspiring and effective, accompanied by an equally fascinating Your Verse website on Apple.com that includes many stories of using an iPad for a variety of professional and creative pursuits.

The commercial first ran during the NFL 49ers vs Panthers playoff game, and will likely be aired widely from here on.

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