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Apple’s latest advert focuses on the creativity of children, and how developing that creativity from a young age could lead to the next generation’s leaders, inventors, sports personalities and influencers. Shot in super slow-motion panning around a children’s playground, we see a horde of kids chasing each other, playing jump-rope and football together. Narrated by kids talking about why creativity is so important to them and what they feel it encourages them to do, the short but stylish ad reinforces the idea that a child’s inventiveness and playful character is something to invest in for the future.


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