Here’s the first TV ad for Apple’s new iPad mini. I love it. The clear implication is, the iPad mini can do whatever the iPad does.

Compare that with the Microsoft Surface ad, which I dislike:

Apple suggests everything the iPad mini can do with one shot shot and 29 seconds. There’s no narration. By contrast, Microsoft presents a full-on song-and-dance number to say that the Surface has a clicky magnet.