iPad Mini spot uses visual medium well
I have been known to harp on the need to make commercials that communicate as much as possible without sound.
This has always been important, but today it is more so because we live in a world of remotes with mute buttons, which let people kill the sound during broadcast commercial breaks, and online spots on computers and other devices, where people kill the sound until the spot ends so they can enjoy the content they were clicking to in the first place.
This Apple iPad Mini spot pulls off with aplomb telling the story visually. Sure, the sound vastly improves the effect, but even with the sound off you can see what’s going on and instantly discern the product benefit.
I dunno about you, but this spot brought a lump to my throat. I suppose that grandparenthood will do that to you.