Question: how do you give extra gravitas to an Apple advertisement already crammed with swirling cityscapes, storm chasers, mountain climbers and Phillip Glass-like orchestral overtones?
Answer: you re-purpose Robin Williams' speech from desk-toppling drama Dead Poets Society, of course.
Should you think a monologue about poetry is an odd fit for a 21st century tech ad, however, just cast your gaze over Apple’s latest trailer (below), which ramps up the benefits of the latest model to stunning effect by taking in real-world examples of its use in some far-flung locations.
Excited? You should be – and you can get down from that table now.