Apple Releases Advertisement Depicting Exam Life with iPad

'The Long Journey, Together with iPad' Advertising Campaign

[Asia Economy Reporter Minyoung Cha] Apple announced on the 18th the release of a domestic iPad advertising campaign titled 'A Long Journey, Together with iPad,' featuring 2023 College Scholastic Ability Test (CSAT) examinees studying with iPads.

The advertising campaign captures the journey and moments of the exam preparation period with the iPad through video. The scenes used in this campaign utilized videos and photos that actual students personally filmed and shared.

The video shows students using the iPad, Apple Pencil, and productivity applications for iPad in their studies. Through the 'GoodNotes 5' app, the iPad is used like a paper notebook or flashcards for memorizing words, and with the professional creative sketch app for creators, 'Procreate,' students express their individuality and creativity. It also features scenes of students encouraging each other through remote communication with friends via video chat apps.

The advertisement ends with the phrase, “Young people, that path is yours.” This phrase appeared in the handwriting verification section of this year’s June CSAT mock exam and is excerpted from the poem ‘Morning Song’ by poet Yujahyo.

Apple has recently been continuously launching campaigns exclusively for Korea. Following the film ‘One Perfect Day,’ shot with an iPhone in collaboration with director Park Chan-wook this year, Apple released the music video ‘Bite,’ created in collaboration with hip-hop artist Jay Park through the ‘Made with iPad’ campaign.

The CSAT campaign advertisement video will be available for viewing on TV, social media, and Apple Korea’s official YouTube channel from the 17th to the 23rd for one week.