Kids are the future if you’re Apple – or any device company. And to win in this market, you have to make the device cool for kids and desirable for parents. You have to show mum and dad that it’s how kids learn faster and better, and show kids that it’s how kids do remarkable things.

This is exactly what Apple has done with its two-minute content piece, Homework, for iPad (and 60-second cutdown). The ad begins in a classroom, where five typical kids are given a homework assignment on gravity. 

And then the cool begins. With a poem about hating homework as its backdrop, the ad shows the kids turning work into play – dropping a watermelon from an overpass to see if it lands at the same time as a small ball, leaping off a ramp on a bike and swinging on a rubber tyre to measure the trajectories…and so on.

Huge fun for kids to watch. Hugely aspirational for mum and dad – the kids are out and about, what they’re doing is ingenious and the presentation they’re able to create on their iPads is admirably (amazingly) slick to an average adult.

The poem is Jack Prelutsky’s, Homework! Oh, Homework!, recited by ex-adman, Mark Fenske. It begins, “Homework! Oh, homework! I hate you, you stink./ I wish I could wash you away in the bathroom sink./ If only as hippo would smash you to bits./…

https://youtu.be/IprmiOa2zH8

The film was directed by Aussie expat, Mark Molloy, through Smuggler. Molloy is represented in AUNZ by Exit Films.