Apple expanded its “Your Verse” campaign this weekend with a pair of new ad spots that highlight the work two people are doing with their iPads. The ads feature the stories of Esa-Pekka Salonen, a Finnish composer and conductor of the Philharmonica orchestra in London; and Chérie King, a travel blogger who also happens to be deaf. The spots follow the two of them around as they go about their work, showing how they use their iPads to craft a concerto and travel the world.
They showcase the continuing theme of Apple’s latest ad campaign for its tablet: showing people what the iPad can do, besides serve as a device that allows people to watch Netflix in bed at night and read e-books. It’s a stark contrast to some of the spots from Apple’s competitors like Nokia and Microsoft, which focus on their tablets’ capabilities as a work device.
The company kicked off the campaign earlier this year with an advertisement narrated by Robin Williams that showcased a number of people doing creative things with their iPads. These new ads take the campaign in a slightly different direction by focusing more on the personal stories of their subjects and how they use the device.
Apple’s ongoing promotional efforts come after the company reported lower-than-expected sales of the iPad during its last quarterly earnings release. At the time, Tim Cook faulted inventory changes for the shortfall, though some industry watchers have been skeptical of that explanation.