Today Apple launched four new 15-second ads, each of which highlights the iPad’s capabilities in common domains – travel, notes, paperwork, and portability – compared to common tools in those same settings.

Two of the ads showcase the iPad’s usefulness as a paperless solution in the workplace and at school. While other employees and students wrangle with messy desks full of disorganized papers, the iPad users in the ads access all their documents and books from the compact tablet. Another ad takes place on an airplane, where flyers have tray tables that are over-crowded with their meal and laptops – the iPad Pro user, however, simply collapses the Smart Keyboard and uses the iPad in tablet mode to free up more space. Finally, the last ad shows users packing overstuffed bags with items like books, while the iPad user easily throws their sleek device into a backpack.

Apple clearly wants to convey how the iPad can make people’s lives easier and more organized – a fitting message during a season packed with travel and back-to-school plans.