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New iPad ad

Apple goes in for word association with its new iPad spots

New iPad ad

Stuart Thomas: Senior Reporter
Stuart Thomas joined the Burn Media team in 2011 while finishing off an MA in South African Literature. Eager to prove his geek credentials, he allowed himself... More

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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.