Oscars 2010: Best Support in an Advert goes to the iPad knees


The Oscars 2010 had something new to add to the usual media frenzy, glamorous dresses and A-list celebrities: an iPad advert. Yep, Apple opted to get the mainstream iPad marketing campaign well and truly off the ground by debuting the iPad TV advert during the 82nd Academy Awards. If there were an Oscar for Best Support in an Advert then the 'iPad knees' would surely have won it. Watching this advert you are struck by two things: one is just how great the iPad interface looks and how much you want one (I may have changed my mind on this one), the other is how awkward it looks to use, making much use of knees for support.

Steve Jobs will have missed it though, as he wasn't at home in front of the box to see the Oscars ceremony or the iPad advert. Not that I suspect he will care too much as he was at the Oscars instead, watching the movie Up collect no less than two Oscars. The cartoon won both Best Animated Feature Film and another for Music (Original Score). Jobs, of course, has a special interest in the Disney/Pixar movie as following the sale of Pixar to Disney he is actually the biggest Disney individual shareholder.

You can see the advert in full on YouTube but you'll have to wait until April 3rd if you want to introduce your knees, if not your business, to an iPad up close and personal yourself.

About the Author

A freelance technology journalist for 30 years, I have been a Contributing Editor at PC Pro (one of the best selling computer magazines in the UK) for most of them. As well as currently contributing to Forbes.com, The Times and Sunday Times via Raconteur Special Reports, SC Magazine UK, Digital Health, IT Pro and Infosecurity Magazine, I am also something of a prolific author. My last book, Being Virtual: Who You Really are Online, which was published in 2008 as part of the Science Museum TechKnow Series by John Wiley & Sons. I am also the only three times winner (2006, 2008, 2010) of the BT Information Security Journalist of the Year title, and was humbled to be presented with the ‘Enigma Award’ for a ‘lifetime contribution to information security journalism’ in 2011 despite my life being far from over...

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