This time around Apple is using two scenarios - a composer and a writer - to show how the iPad is more than just a consumption device. When the iPad was first launched, it was, at the time, primarily for consuming content but as the hardware has improved, so have the applications and now the iPad is a linear platform for creating music, for writing, and for many other pieces of content.
You can watch both of the videos that are posted here to see what Apple has been working on, and even if you are not a fan of Apple products, it"s hard to argue that these advertisements are not effective.