IAB Tablet Creative Showcase

Case studies of creative, energetic, and dynamic ads on this inspiring platform

Lexus LS

Marketer: Lexus
Agency: Team One
Publisher / Media Company: Jumptap
Technology Enabler: Celtra
Other relevant participants: none

Active Online: January 7, 2013 – January 27, 2013

Joe Laszlo’s Take:
I like this creative because it’s a shining example of encouraging interaction that fits seamlessly with the theme and message of the campaign.  What better way to interact with an ad about the craftsmanship that goes into making a steering wheel than to have the viewer “steer” with their tablet, using a series of orientation changes to move through the content of the

Brief Description of Execution:

This expandable rich media ad focused on the process of immaculate craftsmanship, which lasted 38 days for a single vehicle component - a steering wheel. Users navigated through the ad with a natural and intuitive metaphor. With each device rotation, they steered from one manufacturing phase to the next until the final screen, where they could watch a video of the process or tap to visit the Lexus LS website.

What made this execution interesting or special?

Using simple, easy-to-use features to create an elegant execution that stayed true to the brand, while providing a deeply engaging and memorable experience. The design of the screens was as immaculate as the product itself and the device orientation navigation fitted perfectly with the story being told.



Axe Anarchy: The Graphic Novel

Marketer: Unilever/AXE Deodorant

Agency: BrightLine, with Mindshare, Razorfish, Edelman
Publisher: Telegraph and the Independent
Active Online: February 14, 2012 – April 30, 2012

Joe Laszlo’s Take:
It’s getting harder and harder to break new ground in tablet advertising, but this AXE campaign achieved several “firsts.”  Telling a branding story via comic book is a great idea, and perfectly suited to both the strengths of an iPad, and to the target audience.  The creative packs in a lot of options for interactivity, but they all feel relevant, none is extraneous.  And I’m not the only one who liked it:  AXE Anarchy won the 2012 Silver IAB MIXX Award in the Tablet Execution category.

Brief Description of Execution:
January 2012, AXE launched Anarchy, the first variant with a complimentary scent for Her—across TV, print, digital, interactive TV, and Apple mobile devices.  For the first time ever, AXE targeted guys via iPads.  This required translating a multi-faceted campaign into a vibrant, compact experience in the palm of guys’ hands. AXE leveraged images of voluptuous graphic novel heroines.  Strategically implementing a spectrum of visual techniques and calls-to-action allowed the brand to identify specific elements that increased tapability. The main screen of the iAd evoked a graphic novel, with each panel leading to a different feature.  At any time, users could navigate back to the main screen via a ‘Menu’ button.  Key features of the iAd included: A graphic novel reader designed with the premium functionality of a consumer app, including tap and swipe behaviors and orientation changes to get the best angle on the artwork.  The story was underpinned by a heart-pounding soundtrack that further engaged the reader. The ability to get the entire graphic novel as a PDF, and encouragement to “share the anarchy.” A download wallpaper section leveraged the gyroscope technology that encouraged consumers to perform brand specific moves using their device to receive the downloads. Videos, including the Anarchy TV spot, were available in a gallery within the ad.

What made this execution interesting or special?

  • This was AXE’s first tablet iAD in the US.
  • Used purely visual banners without calls-to-action to draw veiwers into the ad.  Surprisingly, this far outperformed benchmarks for similar banners.
  • Contained the first graphic novel reader in an iAd, providing a seamless and immersive reading experience.
  • First time users could download content from an ad directly to a PDF reader.
  • Use of gyroscope technology to perform branded moves in order to receive custom downloads.



Marketer: Emirates
Agency: Starcom Dubai
Publisher: Telegraph and the Independent
Technology Enabler: AdGent Digital

Active Online: June 3 2012 - June 28, 2012

Joe Laszlo’s Take:
This is a simple and engaging execution that uses in-ad video to encourage user interaction and drive home the core message of the campaign.  I like the “swipe to interact” call to action on the default banner, too; it’s something important that often gets overlooked in creative design.  There are so many ways to interact with content on a tablet, sometimes even users who are tablet-savvy and ad-interested can be stymied when they try to interact with non-intuitive ad creative.

Brief Description of Execution:
The unit allows users to preview a variety of musicians playing different instruments from around the world. After selecting 3 musicians, the user taps the “Create Mix” button and the muscians all play together… in harmony. Emphasizing the Emirates Harmony campaign.

What made this execution interesting or special?

  • The unit is initiated by a swipe gesture from the user
  • The unit expands over the website’s existing content providing a low barrier to entry for engagement
  • The unit incorporates multiple videos, audio and interactivity


Macys Holiday Look-book

Marketer: Macy's
Agency: Joule
Publisher: InMobi / Sprout Inc.
Technology Enabler: iPad 1 & 2

Active Online: November 24 2011 - December 24, 2011

Joe Laszlo’s Take:
Marketers are just scratching the surface of the levels of functionality that can be built into a tablet interactive ad.  Joule, Sprout, and inMobi pushed the envelope with their spot for Macy’s last holiday season, incorporating an entire touchable, swipe-able holiday catalog into the expanded ad unit.  The unit includes social sharing tools and video as well, but front-and-center is simply compelling images of wintry apparel in format that anyone who has ever seen  a print catalog will find instantly intuitive.  And the ad doesn’t force the viewer to leave what they’re doing—incorporating this rich functionality into the ad unit itself makes it simple for the viewer to go back to where they left off.

Brief Description of Execution:
We created a virtual look-book with Macy’s unique imagery and video. Users could swipe through the pages and tap on the stars to get more information, and either find the nearest Macy’s department store to get the look or buy the item directly from the Macy’s mobile store. There was also a social sharing aspect to this campaign where users could either follow them on Twitter or “Like” their Facebook page.

What made this execution interesting or special?

  • Replicated an online catalog in an unique interactive iPad experience
  • Users where taken from the ad directly to the point-of-sale in the mobile store


Homeland/Dexter iAd

Marketer: Showtime
Agency: The Visionaire Group
Publisher: OMD

Active Online: Sep. 27, 2011 — Oct. 10, 2011

Joe Laszlo’s Take:
While many industry verticals are finding tablets a fruitful advertising medium, the media and entertainment category is perhaps particularly well suited to tablet forays.  This Showtime spot a great demonstration of that, offering viewers many possible ways to interact with two different Showtime shows:  one familiar (the returning “Dexter”) and one new (“Homeland”).  Offering viewers exclusive content is a great practice for capturing the their attention. And I like that this campaign incorporated a fun device functionality (shake to encrypt a message) in a way that encouraged viral pass-along, extending the reach of the campaign.

Brief Description of Execution:
This was an interactive iAd campaign that ran only on the iPad.  For the Homeland portion of the iAd, a user was able to send encrypted e-mail messages to their friends by first typing the message normally and then shaking the iPad to activate encryption.

What made this execution interesting or special?
In this immersive iAd experience created to generate awareness and tune-in of the series premiere of Showtime’s Homeland and the return of Dexter, users were able to explore the covert world of Homeland by watching character video bios, behind-the-scenes footage, encrypting messages to friends by shaking the iPad, and by downloading the new Showtime Social app through a simulated thumb scan. For the Dexter fan, as the new season’s trailer streamed, exclusive extended scenes available only to iPad users were highlighted below the scrubber bar, giving them an extended glimpse into the upcoming season. This campaign was honored with a 2011 Webby Award for mobile advertising.


BMW for Editions by AOL

Marketer: BMW
Agency (media): Universal McCann
Agency (creative): KBS+P
Publisher: AOL
Technology Enabler: Adjitsu from Cooliris

Active Online: December 1—31, 2011

Joe Laszlo’s Take:
What I think is cool about the BMW spot is that it exemplifies a strong digital magazine ad execution. It looks like a glossy full page ad, and conveys a message even if the viewer doesn’t interact with it. But at the same time it has just enough animation and interactivity to make it dynamic and interesting. I think we’ll see a lot of “swipe to spin the car” ads as tablet advertising evolves; this ad will spawn legions of offspring.

Brief Description of Execution:
The BMW group teamed up with AOL and Adjitsu from Cooliris to execute the first ad campaign for AOL’s news iPad magazine, Editions. Using an innovative 3D platform from Cooliris, the BMW ad encourages readers to explore the new BMW i8 model by giving users ability to rotate and enlarge the model as well as unveil the carbon fibers built into its exterior (see below for links to experience the ad).

About Editions:
Editions is a free, daily iPad magazine that gives users a highly personalized and curated reading experience. It’s different than the other news-feed apps on the market because the backend algorithm helps curate content that reads you and serves you relevant articles that would normally get lost in the shuffle.

What made this execution interesting or special?

  • The team at AOL is focused on delivering ads in Editions that not only compliment the style of the app, but also give the reader a better overall experience much like ads in traditional print magazines do today.
  • BMW executed two ads in 3D and HTML ad format in order to deliver a highly engaging and rich, interactive ad experience. The iPad offers a platform that helps take that 3D and interactive experience to the next level by bringing the car to life, likening it to an in-person showroom experience.


TWC iPad Redesign Launch

Marketer: Starwood/Westin
Agency: Razorfish
Publisher: The Weather Channel             Technology Enabler: Celtra

Active Online: Oct. 20, 2011 — Dec. 3, 2011

Joe Laszlo’s Take:
This is a great example of an ad leveraging geographic and meteorological relevance to increase the likelihood of consumers interacting with it.  Especially if they happen to be someplace with bad weather.  I like the use of the touch-screen as well.  Like a lottery scratch-off game, it encourages the consumer to wipe away the snow, rain, fog, or whatever where they happen to be to see the prize of where they might go on vacation instead.

Brief Description of Execution:
After the first year of being in the iPad The Weather Channel with over 6mm downloads was able to garner usage insights based on inventory and consumer feedback.  With that real time intel we were able to completely redesign the App to truly take advantage of all the iPad has to offer... sight, sound and motion!

As we introduced this new experiential application to the marketplace we made it possible for advertisers to have ownership for the first two weeks of our launch.  Westin owned the Current Conditions screen as well as the local screen to welcome consumers as well as showcase their offerings.

What made this execution interesting or special?
Thanks to the innovation of the application, Westin was able to run a truly rich campaign by pulling in relevant data from the application into their ad units so that every impression was fresh and on point to the consumer mindset.  From there a consumer could tap the ad unit to engage in the Westin creative, which had the user wipe away the weather to uncover the exciting destinations in Westin’s portfolio.


Ultimate Problem Solver

Marketer: Qwest
Agency: Media - McKinney Bowen, Creative - The Studio at Condé Nast
Publisher: Condé Nast
Technology Enablers: Condé Nast, Adobe

Active Online: May 2011

Joe Laszlo’s Take:
I like this ad because it shows that you don’t have to be over the top to deliver a strong tablet-oriented ad; indeed, you can do it for a B2B telecom service. The ad fits great in its context (it’s a puzzle in an issue of Wired devoted to puzzles), and it’s simple yet it manages to surprise, and extend the metaphor that “objects”—and even words—on a tablet screen have some reality to them.

Brief Description of Execution:
This Qwest ad that ran in Wired Magazine’s May digital edition was designed to challenge WIRED’s brainiacs with brain teasers. WIRED’s audience is comprised of problem solvers. Incidentally, solving problems (of the business + VOIP network nature) is also what QWEST does best. The team at The Studio at Condé Nast enhanced the puzzle idea to leverage the tablet’s unique functionality: the accelerometer. Upon swiping to the ad, a discrete but instructional headline cued readers to shake the iPad. This movement sparked a gradual collapse of the type on the ad itself—words bumping into other words, letters breaking apart. The font rubble on the bottom of the screen would shift and fall as the reader rotated the device. Until at last, only 5 letters remained (TRENE) next to a form field prompting the reader to unscramble the letters. Puzzle champs typed ENTER into the field and hit SUBMIT to head to the Qwest page where their problem-solving services were outlined in detail.

What made this execution interesting or special?
The Studio at Condé Nast’s first-ever shake-activated ad employed real-life physics that allowed users to roll letters around a page, enabling native app capabilities with HTML5.

IBM Smarter Cities

Marketer: IBM
Agency: Ogilvy
Publisher: The Wall Street Journal Digital Network
Technology Enablers: Crisp Media

Active Online: Fall 2010

Joe Laszlo’s Take:
This is a cool example of an ad that takes advantage of the portrait/landscape differential of tablets to activate it, then has a natural and intuitive metaphor for unlocking deeper dives into the content of the ad. It presents a lot of information in an elegant, viewer-friendly way, something all informational ads should aspire to.

Brief Description of Execution:
The IBM Smarter Cities campaign ran in The Wall Street Journal iPad application as a full screen interstitial. To activate the ad, readers were encourage to tilt their iPad to begin the animation using the accelerometer. From there, they could “fly” through the city using swipe motions and tap on a neighborhood to learn more. Each neighborhood featured animation and video to engage the user. Readers could complete a data form to request more information.

What made this execution interesting or special?
TheSmarterCity.com is an interactive experience that takes users through six richly animated chapters, introducing the audience to a global city with urban challenges. TheSmarterCity.com showcases how governments can transform a city’s systems and provide answers to big problems through the use of case studies, solutions and services from IBM that are already being applied to drive innovations across major cities around the world. TheSmarterCity enables users to acknowledge current problems and understand through both visual and aural cues what solutions and resources are available in a “non-sales pitch” approach.

Lincoln on AP News for iPad

Marketer: Lincoln MKX
Agency: Team Detroit
Publisher: The Associated Press
Technology Enablers: Apple iPad

Active Online: January 1 — March 31, 2011

Joe Laszlo’s Take:
This is a nice example of how ads can be deeply integrated into the look and feel of the content in an app. While always clearly an ad, the full-screen creative replicates the UI of the AP app nicely, enabling the viewer to go as deeply into the car and its features as they want to.

Brief Description of Execution:
The AP conceived, designed and executed an exclusive 3-month sponsorship of the AP News iPad application for Lincoln’s MKX vehicle. The app’s unique design enabled the AP to showcase the MKZ vehicle to perfectly targeted users  through compelling text, photos and videos that concierged users to an elegant and ultra-engaging landing page. Each ad unit was non-standard in size (which required new artwork from the creative team) and resulted in a campaign looked original, current and unprecedented.

Whether the user was reading articles, viewing full-screen HD photos or watching video, Linclon’s imaging was completely foreground providing maximum exposure and branding. When users tapped the Lincoln logo, they were delivered to the landing page where they could explore, engage and experience Lincoln’s assets.

What made this execution interesting or special?
The branding was delivered in an exceptional manner. Lincoln’s imaging was unique, everpresent and fit flawlessly in the app. The landing page was an alluring way to let users explore and engage with their collection of photos, videos and text.

Pepsi MAX to the Max

Marketer: Pepsi MAX
Agency: TBWA Chiat Day and OMD
Publisher: The Daily
Technology Enablers: Medialets

Active Online: February — June 2011

Joe Laszlo’s Take:
This ad is a tough act to follow. Deliberately pulling out all the stops, it makes use of practically every tablet feature and functionality, with a fun theme to tie it all together and lots of cheeky surprises along the way. I’m not sure I’d buy an iPad just to see this ad, but I have definitely shown it off to a bunch of people.

Brief Description of Execution:
A tap is not a click. A tablet is not a computer. Pepsi MAX is not a typical soft drink. With all of these insights combined, Pepsi MAX and its agency TBWA\Chiat\Day worked with Medialets and The Daily to take full advantage of the visually-driven and interactive nature of the iPad and specifically, the only made-for-tablet daily news platform, The Daily, to execute a truly unique and interactive creative execution for Pepsi MAX. By signing on for a launch sponsorship of The Daily, Pepsi MAX was able to effectively experiment with this over-the-top and all-around fun execution that would resonate with The Daily readers—early adopters and sports-fan tech enthusiasts.

What made this execution interesting or special?
The “Take your iPad to the Max” HTML5, full-page interactive execution featured a carousel of activities via a “Spin the Bottle” call to action, leveraging the iconic bottle to engage the consumer in high value play activities that tap into the iPad’s native functionalities and capabilities, like tap, pinch, scrub, gyroscope, and more:

  • Zoom: Readers could pinch their displays to zoom up to “100,000,000x” on a Pepsi Max bottle unveiling vignettes like Pepsi Max bubbles with the Mona Lisa inside, Snoop Dogg on a throne drinking his Pepsi Max, or a close up on a pug in a bow tie. Once reaching the point of 1 Billion times magnification, the ad serves an over-the-top voiced-over vignette about the universal origins of Pepsi Max.
  • Palm Reader: Readers were invited to place their hand on the iPad screen, where their palm would be “read” by swipe of the Pepsi Max bottle. They would then be delivered a fortune, like “Ah, your future looks very good, my friend. Except in 2013, when you try to bring back the bowl cut. Don’t do it. It never comes back.”
  • Shake: Readers were asked to shake their iPads, to “See the power of maximum Pepsi taste”. Once shaken, the bottle on the screen explodes into an atomic cloud of Pepsi Max flavor.

FY11 Brand

Marketer: Lexus
Agency: Team One
Publisher: Yahoo!
Technology Enablers: Medialets

Active Online: June 1, 2010 — December 31, 2010

Joe Laszlo’s Take:
This is a simple, well designed format that seamlessly transitions the viewer from an in-app banner creative to a full-screen, immersive video experience and back again. It’s a great example of an execution that gives a viewer a new insight about a brand without dragging them off to the web or a landing page, or overly disrupting their larger app experience, and I can imagine it “clicking” with a lot of other marketers.

Brief Description of Execution:
Lexus’ ‘The Next Big Thing’ tablet ad was featured in a tap to video execution that ran in the Yahoo! Sportacular iPad app. The ad was enabled by Medialets and developed by Team One. The campaign made use of the iPad’s video capabilities by displaying a long form, TV-like ad featuring the world’s most advanced driving simulator.

What made this execution interesting or special?
The TV like advertising experience on a device a personal as a tablet was both new and engaging.