Apple is harnessing the value of poetry in a new ad that aims to promote the iPad Air. The 90-second spot couples an excerpt spoken by Robin Williams in the Dead Poets Society with video footage that showcases the splendour of human endeavour.
But this isn't the first time that a brand has taken inspiration from poetry to push sales. In 2009, Levi's unveiled an emotively charged campaign that featured the words of Walt Whitman's poem 'America (Go Forth)'.
While Apple and Levi's relied on the words of Tom Schulman and Walt Whitman respectively, McDonald's opted for an original composition for its 'Just Passing By' spot.
Cathedral City also dabbled in verse to show Britons that its well-loved cheese can be found in every nook and cranny of the United Kingdom.