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Apple’s video ads for the iPad go around the world and into orchestral music

by Patrick Pierra

May 26 2014

A deaf travel writer and a composer-conductor are the stars of the latest “Verse” iPad ads.

Chérie King and Esa-Pekka Salonen are the new iPad stars. Both are featured in the latest content ads of the Verse campaign launched in January and which highlights interesting real-life use cases for the iPad.

Chérie King is a 25 year old deaf travel writer from Boise, Idaho.

She has made it her mission to experience as much of the world as possible in spite of her disability. She has already visited 31 countries on 5 continents.

“iPad is my traveling companion and my guide,” she says. She mainly uses map, travel guide, language and translation apps.

Esa Pekka-Salonen is a renowned composer and conductor. He is currently the Principal Conductor of London’s Philarmonia Orchestra and was previously Music Director at the Los Angeles Philarmonic.

“Prejudice is the biggest problem in terms of classical music”, he says. “There is this idea that it’s something for old people.”

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To demystify classical music in the eyes of a younger, tech-savvy generation, he and the Philarmonia helped develop The Orchestra app. The iPad app shows the Philarmonia performing extracts from eight works of symphonic music, along with an automatically synchronised score and dynamic graphical note-by-note visualisation of each piece as it is played.

Salonen is also a composer. He says he mostly uses the Notion app to write bits and pieces of music.

The two minute video ads, shown on TV and on YouTube, are teasers for dedicated content pages on the Apple site showing additional videos and listing apps used by King and Salonen.

A previous “Your verse” iPad ad was about detecting concussions among sport players.

To learn how marketing content on the iPad can help boost your company's sales, register for the next TabTimes free webinar on June 18

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