In the recent Cannes lions International Festival of Creativity, Apple and its partner advertising agency TBWA Media Arts Lab took home the prestigious Grand Prix for Press award thanks to its clever iPad Mini ads. 

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Apple’s critically-acclaimed ad ran last year on the back covers of Time, Wired, the New Yorker, and Surfer. The featured image showed a life-sized iPad Mini on the back cover of the magazines featuring the cover of the said magazines. It showed readers how the magazine would look like on Apple’s iPad Mini. It has been said that the device would end the days of print and as it used this news to its advantage, Apple won the competition over Dove and Beijing Sports.


The much talked about competition’s judging was presided by Marcello Serpa, chief executive officer at Almap BBDO.   In an interview with Ad Age, he explained that, “[The ad] has a kind of guerilla feeling. It’s a product that goes inside the media and says I’m going to kill you, [then] I’m going to save you. Let’s embrace. It’s redemption.”


Apple’s goal in creating the iPad Mini is to create the smallest possible iPad that could still deliver the full iPad experience. From the screen, to fast performance, to FaceTime and iSight cameras, to 10-hour-battery-life, to thousands of apps, to its accessories and parts, iPad Mini is made to satisfy one’s iPad appetite.