In one of the iconic scenes from Disney’s animated classic “The Little Mermaid,” the title character Ariel assesses the collection of gadgets, gizmos, whozits, whatsits and thingabbobs in her underwater treasure trove. In her eyes, they’re not enough, just mere stand-ins for the adventure and freedom promised by the world from which they came.
Apple uses this iconic pop culture moment as a metaphor for the whole new world to be found with the iPad Pro.
In a new spot from TBWA/Chiat/Day Media Arts Lab, everyday folks at work in their offices or gaming at home on elaborate desktop setups sing “Part of Your World,” Ariel’s famous tune from that scene. As they fiddle with cord demons, butts stuck in their chairs, faces aglow from the light of multiple screens, they wistfully stare at iPad Pro users untethered to their elaborate gear, enjoying the great outdoors as they edit art work or play video games.
“Look at this stuff,” they croon. “Isn’t it neat? Wouldn’t you think my collection’s complete? Wouldn’t you think I’m the girl, the girl who has everything?”
The spot closes with a woman who finalizes a layout on her iPad Pro, plops the device onto a keyboard stand, folds it all together and then takes off. The endline reads, “Your next computer is not a computer.”
The ad, directed by Matt Aselton of Arts & Sciences, drops on the heels of Apple’s launch of the latest iPad Pro, equipped with the company’s new M1 chip. The various scenes highlight the tablet’s features as well as accessories including the White Magic Keyboard and the Apple Pencil.
The commercial comes on the heels of the latest iPad Pro launch, featuring the new M1 chip. The spot also highlights iPad Pro features and accessories including the White Magic Keyboard and Apple Pencil. It will be running on broadcast, digital and social.