Dive summary:

• You can see Apple's first ad for the iPad mini here.
• The spot shows side-by-side use of both iPad and iPad mini while they each play their respective parts in the basic piano classic, "Heart and Soul."
• The simplicity of Apple ad provides a stark contrast to busy Microsoft surface ad, and doesn't outline any product features.
• TBWA\Media Arts Lab created the iPad mini ad.

From the article:

Apple has managed to sell what is basically a much larger iPod touch in not one but two different sizes and somehow the response has not been "That's just the same product three times!" but instead "How many of these am I allowed to buy?"