Apple this Sunday aired its latest iPad advert during the playoff match between the San Francisco 49ers and the Carolina Panthers, and it already looks to have the ingredients to be one of its most memorable. (Regardless of what you think about the Christmas iPhone ad.)

Running to powerful quotes from Robin Williams from the film ‘Dead Poets Society‘, the 90-second ad spot looks at the myriad of ways that the iPad is used across society and the world today — from exploring, to writing, analyzing sports players, engineering, exploring the sea and more.

In the YouTube description, the company suggests that this will be a new campaign for the iPad — which Ben Thompson noted last year has proven more challenging to market than the iPhone:

We’re humbled and inspired by what people do with iPad. So we set out to capture some of their stories. What will your verse be?

Thumbnail image via Justin Sullivan / Getty Images