- A bourbon-tinged voiceover by actor Peter Coyote or someone who sounds like him.
- A disembodied finger pointing and swiping its way around the product.
- An insistence that the product is either "magical" or like "magic."
An earlier product release video starring Apple design chief Jonathan Ive also described the device as "magical":
And the first ad for the original iPad announced "it's magical":
Apple's obsession with magic is historic. Here's an ancient commercial for its first, failed handheld device, the Newton, which argued Newton "is magic":
There's something to be said for consistency in branding, of course. When Apple airs a campaign, you know it's Apple. There's no confusion. And if there's a product that will sell well regardless of the advertising, it's iPad 2.
Still, success breeds complacency. It would be nice if the client and its agency at least tried to look as if they weren't iPhoning it in.