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The mothership’s newest iPad TV commercial strikes a very, very different tone than the company’s previous ads. It’s staid and corporately upright without a hint rebellion (i.e. not like Apple at all).

Gone is the light airy music and pleasant “life is good” banter of iPhone TV spots and the first iPad commercial, replaced by some driving (adult/indie/contemporary) guitar rock and a voiceover that sounds a whole lot like the Home Depot guy riding a revamped visual look that has the soul and originality of a Gap catalog.

The announcer makes assertions — iPad is thin, iPad is beautiful. iPad goes anywhere and lasts all day — rather than the warm, friendly “yes, you can” chatter of earlier iPhone and iPad spots. Thereupon, I half expected the commercial to end with, “More battery, more doing, that’s the power of the Apple iPad.”

Apple’s Get a Mac is dead. iPhone marketing is long in the tooth and likely ill-suited to the iPad’s older demographic, so the time for a new advertising product to sell the physical product is due.

Nevertheless, I don’t think this it…

What’s your take?

via TUAW