New iPad ads showcase Apple Pencil versatility

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iPad ad
Apple is keen to show off the Apple Pencil.
Photo: Apple

Apple wants everyone to know about the Apple Pencil compatibility with this year’s 9.7-inch iPad refresh — and a new series of ads aims to help with that mission.

Appearing on Apple’s U.K. YouTube channel, the short ads demonstrate how the Apple Pencil can be used for image markup, writing and drawing. The spots are set to NONONO’s track “Masterpiece.” Check them out below.

Spreading the word around the world

This is the second set of regional ads Apple has produced showing off Apple Pencil compatibility for the 2018 iPad. Recently, it debuted similar ads on its Turkish YouTube channel.

Apple showed off the new tablet at its recent education-themed event. The new iPad works with Apple’s pressure-sensitive Apple Pencil, which was previously available only for iPad Pro users. As such, it opens up the Apple Pencil for a new user base.

The focus on creating localized ads for different markets, specifically for the web, is part of a recent change in Apple strategy. Last year, Apple reportedly instructed its ad agency, TBWA\Media Arts Lab, to move away from localizing big global campaigns for Apple and more on creating regional campaigns, designed to appeal more specifically to individual markets.