Apple Launches New iPad 2 Ad: “We Believe,” A Reminder of Its History of Innovation



Apple launched its new ad campaign for the iPad 2 Saturday based on its founding philosophy of bringing technology to the masses.

Of course, this latest ad “We Believe” is all about how the iPad is about the experience, and not just the technology, which is of course what makes it such a success with everyone from toddlers to technophobes.

“When technology gets out of the way, everything becomes more delightful — even magical,” says the guy in the voiceover. “That’s when you leap forward. That’s when you end up with something like this.”

What’s so profoundly interesting about the spot, the product, and the idea is how Apple has managed to stay on top of that vision and to remain on the leading edge of redefining the concept of personal computing decades after its founding.

If you know anything about the history of computing, the idea of “personal computing” really was revolutionary at the time Apple’s started off in 1976. Thus one of the primary jobs that Apple faced was to upend broad cultural perceptions.

So it’s fascinating to see this ad for the iPad 2 27 years after Apple’s groundbreaking “1984” ad, and to review these thoughts by Ogilvy & Mather Vice Chairman and Chief Creative Officer Steve Hayden, its creator:

The intention was to remove people’s fears of technology at a time when owning your own computer made about as much sense as owning your own cruise missile. We wanted to democratize technology, telling people that the power was now literally in their hands.

Amazing. Here they are again, changing perceptions in the “post PC” world.

And this time around, the power literally is in people’s hands.


  • 300AShareMakesMeSmile

    It seems the main people that don’t like Apple products are hard-core tech-heads. They’re too arrogant to accept the fact that Apple is gearing their products to the non-tech consumer. I’m not certain why tech-heads don’t like the idea of average consumers being able to use computers without struggling, but I guess that’s the only way they can separate themselves from the common consumer. I’d been into computer tech for over 30 some-odd years and I’ve always seen the people I’ve had to train strugglng with the concepts of using a computer. It was a natural thing to me, but so many consumers and employees seem clueless about the basic things. They just learn enough about computers to carry out some simple tasks or manage to know enough to do their jobs and that’s about it.

    I always figured that these people should have stuff simplified for them so they didn’t have to learn much about how computers work. Let the tech-heads deal with that tech stuff. I’m glad Apple is targeting those consumers because they’re in the majority and Apple is making a fortune from them. I like high-tech stuff, so I’ll continue using full OSes and such and enjoy it. However, I’m glad my less fortunate non-tech buddies have something they can enjoy using without the stress and anxiety they had when using full OS computers.

  • Dks1mail

    How is a UNIX based OS not “a full OS computer” ?

    Just wondering

  • Ricardo Ferreira

    iOS is not a full OS. The iPad isn’t a full computer either. And that’s OK.

  • gareth edwards

    couldn’t agree more. I got my granddad an eMac some years ago. He’d only ever used PC up to that point and refused to do much with them because he found it too complicated. OSX was easier for his to use and as such he has continued to enjoy using a computer and gets the benefit from it – that’s what it all comes down to – is the technology actually benefitting you or is making life more difficult. You don’t win any points being a martyr. Tech for the masses should be as simple and as gratifying as possible and I think the tech community in general (especially some of the companies) choose to forget about. That’s not to say cutting edge, more demanding solutions shouldn’t be part of the mix (they’re extremely important) but the mass market needs simple and useful above all else.

    Since the eMac, my Gran got a mac book. All I got to do now is show them the iPad and I’m sure they will love that even more.

  • Maple Leaf

    I completely agree. I am reminded of this often when the discussion of flash comes up. My wife and the average user has no idea what FLASH is and what it means. The average user has no idea how the iPad or iPhone works, they just know that it works and there is very little they have to do to use it. They just turn it on and go. The same holds true for the discussion about open vs closed. The average consumer has no idea what that discussion is even about. I think Apple has got it correct, make the user experience the best that it can be, the average consumer just wants it to work and has no idea how to write programs or change some highly technical aspect of the software.