Apple on Sunday aired a Hollywood-themed take on its lively advertising campaign for the iPad during the Academy Awards.

The TV spot goes through “lights”, “camera” and “action” to highlight popular apps designed for the iPad.

Apple released the first commercials for the campaign last week with words like “loud”, “alive”, “wild” and “bright”.

Rival tablet maker Samsung also took the opportunity to showcase its Galaxy Note 10.1 tablet during the Oscars with its own ad starring director Tim Burton. The commercial revisits the fictional studio working on the “Unicorn Apocalypse” game as Burton meets with them to discuss a movie deal.

Photo credit: PETER PARKS/AFP/Getty Images