Apple has seized the day —and a riveting Dead Poets Society quote— in its newest iPad Air commercial.
Titled "Your Verse Anthem," the 1:30 video is a beautifully shot showcase of the tablet's capabilities in varying cultural situations, as narrated by a very inspiring Robin Williams.
If it feels like you've heard that speech before, it's because you probably have: Williams first recited it 25 years ago as a means to inspire a classroom full of prep-school students. Now, a quarter of a century later, Apple has recycled the Dead Poets Society dialogue to convince consumers that with an iPad Air in hand, they too can make a difference in the world.
The commercial, which aired during primetime Sunday night to football fans and Golden Globe viewers, received a mixed reaction from those online.
TV analyst Ryan McGee was a vocal detractor on Twitter: "Oh hell no, Apple, using "Dead Poets Society" to sell your tablet" he tweeted.
This isn't the first time Apple has lifted the words of another for a commercial. In 1997, the company's "Think Different" campaign launched with the now-famous "Here's to the Crazy Ones" advertisement, featuring historical revolutionaries like Albert Einstein, Mahatma Gandhi, Jerry Seinfeld, Muhammad Ali, and Martha Graham. That ad was voiced by actor Richard Dreyfuss, who read prose originally penned by Jack Kerouac.
Ironically, Williams's new CBS sitcom The Crazy Ones mined the Apple commercial (or was it the Kerouac verse?) for its title.