Apple goes in for word association with its new iPad spots

Take a look at Apple’s new iPad ads. Gone is the austere cool usually associated with the Cupertino-giant. In its place is what appears to be an attempt at fun.

Both feature jazzy beats that border on cheesy and Sesame Street style word association. That’s a significant departure from the cerebral nerdiness of previous iPad apps. The ads also feature a selection of some of the most visually stirring and engaging apps available for the iPad.

While AllThingsD reckons the ads are hyper-actively catchy, we think they’re just a tiny bit patronising.