Most commercials that are considered highly successful have to stand out, and communicate a benefit to potential customers in a distinctive and memorable way. Did apple in this crush ad for the iPad Pro clearly convey the new iPad Pro benefit to consumers on first viewing? For me it's like 95% of the commercial is amusing distraction, only the last few seconds are you offered a glimpse of the product. Some might even not get the thinness angle of the marketing, instead thinking all this stuff is obsolete and replaced by the iPad Pro?