Apple wants its customers to see the iPad Air 2 in a different light.

While Apple previously branded its older iPad Air primarily as a means to consume content, the new advertising campaign for the iPad Air 2 focuses on how the latest tablet can be used as an "agent of change" by various professionals. Apple has always been touting the productivity aspects of the iPad, but the new campaign called "Change" steps up the iPad maker's efforts to show customers that work can be done on an iPad Air 2, or more appropriately, change can be done using Apple's new slate.

Unlike previous advertisements that focused on how one person used the iPad, the new 60-second spot, titled "Change is in the Air," features a montage of artists photographers, builders and a slew of creative people using their iPad to do a variety of work-related tasks, from sketching an angler fish mask to managing Post-It notes and building a model to construct a surfboard.

Apple also wants customers to know that the new iPad Air 2 can be fitted into a motorcycle and used for designing products for 3D printing and creating a tattoo design to be transferred later into someone else's skin. The ad also shows the endless possibilities for a variety of professionals, including construction workers, teachers, chefs, filmmakers, skateboarders, musicians and other artists.

The ad also features a variety of productivity-focused iOS apps, such as the Tayasui Sketches drawing app, Post-It Plus for managing notes, car diagnostics app OBD Fusion, and 2D and 3D design app Autocad 360. Apple has a full list of "Change" apps featured on its website, which includes a variety of apps with different purposes ranging from design and planning apps Adobe Lightroom, Garden Plan Pro, PlanGrid to special-purpose apps such as Whale Alert, Speedometer Speed Box, Homestyler Interior Design, Traktor DJ and The Human Body by TinyBop.

Playing in the background is independent rock band The Orwells' "Who Needs You," which currently has less than a million views on YouTube but whose fate should soon change with Apple using it for its advertisement.

The new ad campaign was launched right into the holiday shopping season, but it is also likely that Apple released the new ad to help bolster the sales of its newer, thinner iPad Air 2 after reports predicting that the iPad will see its first year of growth decline in 2014.

The prediction issued by IDC is not unfounded. Last quarter, Apple reported declining iPad sales with only 12.3 million units sold, making a 13 percent drop from the 14.1 million tablets sold during the same period last year.