New Favorite

I’ve just discovered a new favorite commercial. It’s titled “A Great Big Universe” and it’s for the new iPad Pro. Apple claims that the new super-sized iPad will “take your creativity and productivity to an epic scale”. I can buy that. The spot itself is made up of colorful, hi-definition intergalactic photography set to the Alabama Shakes track, “Sound & Color”. This audio visual mash-up brings an emotional charge to what is normally a very cold and very dark subject matter. Technology and deep space are humanized with the soft tones of Brittany Howard’s zero-gravity vocals. In the end, the audience gets treated to a delightful soul sonic trip through the heavens. For me, I feel like I’ve just discovered a brand new star.