At the time of it’s launch, iPad Mini was the biggest news in the product category’s history. It was critical to express that this smaller, more compact version of the iPad was just capable of everything it’s predecessor could do. In our campaign, we sought to showcase this product truth in the most distilled way possible. We used the simplest side-by-side technique possible to present the newest member of the iPad family as an equal in every way.
0:30 TV Commercial + Keynote Launch Film
The other three spots, ‘Photos,’ 'Books,' and 'I'll be home,'
continued the convention of simple, playful interactions
between the two iPads.
0:30 TV Commercial - Photos
0:30 TV Commercial - Books
0:30 TV Commercial - Christmas
The campaign was delayed across an extensive international OOH buy. Phase one saw the TV campaign come to life through static imagery, and for phase two a new idea was born, based around the visual conecpt of using a small section of the billboard to demonstrate the "mini" scale.
0:30 TV Commercial - Chalk - Never Aired