Very similar to the Cube advertisement, which is itself very similar to almost all high-end car commercials.
I was in high school when the Cube came out, and I loved the design. Our family bought one.
I can't bring myself to fall in love with a computer now over its design aesthetics. The iMac and Cube were surprising. But I don't think you can surprise in that way anymore, or maybe it was just that I was a different person then.
I would be impressed by design function, and for me that would be extreme modularity. Something like the Cube where you can pull the whole computer out but with very easily replaceable parts.
I also don't understand advertising a device based on aesthetics to a general audience when it's a niche market device most likely (assuming the price is $2500 plus).
I guess they might be hoping there are people like I was back in high school who will buy an expensive desktop computer because it looks cool. I even wonder with the niche market being so small, whether Apple has to hope half the people who buy the Mac Pro are people who don't need it but will want it for the design.
So far, I haven't seen anything that is uniquely functional about the design of the Mac Pro. The only unique functionality they have cited is the thermal core, which is a unique functionality required by constraints they put on themselves: to build a much smaller Mac Pro. That might be interesting if they had built it small for a particular reason, but as it is, it just goes back to aesthetics as far as I can tell.
I guess aesthetics makes sense, though. If you're debating holding onto a niche pro product or not, why not go for something sexy that might have crossover appeal.