Ernest Hemingway once wrote a six-word story and reputedly called it his "best work." "For sale: baby shoes, never worn."
Looking at TBWA/C/D's iPad work delivers a Hemingway-esq lesson in restraint and economy and the confidence you must possess to abide restraint.
The iPad work is perfect in its nothingness. An entire story is told in each ad without any whiz-bang photographic technique, fancy-schmancy design or high-falutin' copywriting.
Your attention is grabbed because the creatives and the clients knew a good story when they saw one. They didn't muck it up with their own egos. And they let a stunning product speak for itself.