Jason Schwartzman, The New Yorker and The iPad: three ingredients that, if combined incorrectly, could lead to a perfect storm of pretentiousness. It's bad enough that the world's most ostentatious magazine has an application on every hipster's favorite tablet PC, but, if not treated well in advertising, even more people could be turned off by the idea. Somehow, however, they actually made it work.
The New Yorker has produced a new ad for their app and it surprisingly comes across as fun rather than douchey. A two-minute tutorial hosted by Schwartzman, the whole thing comes across as funny, the Rushmore actor using his device in exceedingly weird ways, be it in the shower and singing to it by the piano. It really shouldn't be entertaining, but it really is. Check out the video below.
It's also worth noting that the clip was directed by Schwartzman's cousin, Roman Coppola. I suppose it's important to have familial ties with the director if you're going to have him shoot a video of you using Apple products in the shower and while floating majestically three feet in the air. I do wonder how many emails they sent to Wes Anderson first, though.
