Skip to Content

Found Footage: Deconstructing the iPad Ad


Neil Curtis, the guy behind the adjective-filled iPad mashup video we presented last month, has taken the iPad commercial shown on the Oscar broadcast and clarified it. Our own Sang Tang did a graphical breakdown of the ad's focus earlier today, so this is a nice companion piece.

In his version, he slowed down the ad to 15% speed, which gives you a much better idea of what's really going on. He also comments on a few 'Emperor's New Clothes' moments like switching models in mid-stream and how a graphic dragged into text continues to move without any user intervention. Take a look at this iPad video and see what else you can find.

Categories

Found Footage iPad

Neil Curtis, the guy behind the adjective-filled iPad mashup video we presented last month, has taken the iPad commercial shown on the...
 

Add a Comment

*0 / 3000 Character Maximum

25 Comments

Filter by:
Doc Rock

I love how he mentions that the ibooks UI looks like delicious library with out checking out some easy to find background info.

Google Mike Matas formerly of Delicious Monster and Apple. He was on the iPhone interface design team so yes it is possible he has a style that is consistent in his work.

People if you don't want, need, or just cant afford an iPad don't come and pee in everybody's Wheatie's just for the sake of being a jerk thusly corroborating "John Gabriel's Greater Internet Dickwad Theory".

The iPad is not for everybody. Paraphrasing "Beyonce Knowles"…. Maybe you are just not ready for this "Jelly"

March 10 2010 at 5:14 PM Report abuse rate up rate down Reply
williamsipad

bookmarked. I think alot of people are taking the iPad ad a bit too literally.

March 10 2010 at 3:59 PM Report abuse rate up rate down Reply
Doug

So, did the guy whine about the high-speed-montage at the end being "fake", too?

Sheesh! It's just a commercial. It's just a commercial. It's just...

March 10 2010 at 12:20 PM Report abuse rate up rate down Reply
Edwin

You know, most of the times when people make spots like that they aren't actually using the device. It's usually a blank screen and they add the image in later during the film editing process. That would explain why the image moves after the person's hand is off, because it's not synced properly.

March 09 2010 at 7:52 PM Report abuse rate up rate down Reply
1 reply to Edwin's comment
lindegger

It also shows how much one cannot trust what is being shown in a commercial.

March 10 2010 at 3:12 AM Report abuse rate up rate down Reply
Trick

hilarious, the little audio stuff is just great. boooop! lol

March 09 2010 at 6:38 PM Report abuse rate up rate down Reply
KosherSalt

Letterman used to have an 'is this anything' segment on his show.

Let's play the name here.

"No"

March 09 2010 at 4:45 PM Report abuse rate up rate down Reply
ericdano

How come people don't do this with the DROID ads? Those are totally faked, and they say so at the bottom.

March 09 2010 at 4:21 PM Report abuse rate up rate down Reply
Andrew

pause at 19 seconds wonder what that lock icon does

March 09 2010 at 3:55 PM Report abuse rate up rate down Reply
2 replies to Andrew's comment
Mark

It's where you set switch to picture frame/slide show mode, I think.

March 09 2010 at 4:02 PM Report abuse rate up rate down Reply
oliver

That's the slideshow button.

March 09 2010 at 4:04 PM Report abuse rate up rate down Reply
tuaw.20.eitan

The graphics looks like it has some physics to me. Just like menus keep scrolling if you give them a push. My guess is that it will feel right when you get it in your hands.

March 09 2010 at 3:46 PM Report abuse rate up rate down Reply
Steven Fowler

This guy doesn't seem to understand how Apple's Multi-Touch works. Of course objects are going to continue to move after you let them go, momentum is one of the key features of the iPhone OS. And of course pages aren't going to move exactly with your fingers, since the page turn is probably just an animation (and even if it isn't, when you flip the pages as fast as they do in the commercials you can't expect it to know exactly where your finger is every fraction of a second).

March 09 2010 at 3:45 PM Report abuse rate up rate down Reply
Buy an ad here

Hot Apps on TUAW

Tweets

© 2012 AOL Inc. All Rights Reserved.