The concept with this ad to to put emphasis at the the size of the Ipad mini and still maintaining the full function of regular Ipad. Although there is no comparison to the regular ipad, anyone can see that the matter of size is highly pointed out in this ad. The first thing one may notice is the iPad mini but after tat your eyes are drawn to the fingers barely gripping it. It is strongly implying that it is also lightweight which goes along with the size. Within the ad the proclamation that size did not come with sacrificing the abilities of the applications by stating " Every inch an iPad". So it states that all the applications and software capabilities are still relatively the same. So this ad does say a lot with barely few words but with the visuals that are presented to show both the compact size and yet still still have the same performance level of a regular iPad. What it does not point out is the technical specifications for one who is tech savvy and see what its limitations can be down the road. Obviously that is not going to be pointed within the ad leaving to commit to research to see if this is something everyone would want to purchase. Fortunately the ad is clearly pointing out to everyone in being inclusive. Simply the ad is using mainly visuals to point out two things: the size of the iPad mini and the similar capabilities of an iPad