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NewsPoster Mar 1, 2013 09:07 PM
Apple shows off new iPad ad during Oscars ceremony
Continuing its series of "keyword" ads for the iPad, Apple took the occasion of the Oscars to debut <a href="">a new TV spot</a> for its tablet line. The commercial, called "Hollywood," uses the categories "lights," "camera" and "action" to again showcase various and Apple and third-party apps running on either a full-size iPad or iPad mini. Interestingly, the iPad mini is consistently show in the ad as being held in one hand -- a major selling point for the pint-sized tablet. Among the applications featured in the 30-second spot are iMovie, Movie Trailers and Maps.<br /><br />The ad (seen below) begins by buzzing through a series of phrases until it settles on "lights," which is yelled out by an unseen crowd. The user is seen scrolling through iMovie projects (with the iOS "marquee" feature), a Pinterest collage of studio lights, a Disney California Adventure park app, and a brief clip from the movie <em>Back to the Future</em>. The next section, "camera," shows off a Polaroid iPad picture-taking app, scrolling through movie trailers, the Vintage 8MM app (recently used by Oscar-winner Malik Bendjelloul to help complete his <em>Searching for Sugar Man</em> documentary), and a clip from the movie <em>Apollo 13</em>.

The final section, "action," shows the MovieSlate app, which uses an iPad to recreate a traditional or digital clapboard for sound sync; a Maps "Flyover" view of the famous Hollywood sign; the Action FX app dropping boulders on actors, and a clip from one of the <em>Indiana Jones</em> movies. The ad ends with another montage of words, ending with "iPad." There is no narration or sound other than the music and crowd shouting.

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