If you were still awake near the end of Wednesday's Apple keynote, you will know that Tim Cook showed a launch ad for the iPad Air.
To sell its Airness, Apple used the width of a pencil, not unlike a MacBook Air ad that showed how it fitted into a brown envelope.
Some, though, might have wondered who had been paid a little money to be the voice of Apple.
This seemed like a slightly different voice, that of a man who had seen it all and sold it all.
As it turns out, this is the voice of Bryan Cranston, often referred to as Walter White of "Breaking Bad."
The co-founder of Gray Matter Technologies does very well in not trying too hard to sell Apple's new featherweight contender.
He's possibly a touch gruffer than Apple's previous voiceovers. But it can't be easy, having died so recently.
For some, no one could ever replace the qualities of Richard Dreyfuss in "Here's To The Crazy Ones", a voice that disarms in the same breath as it moves.
But perhaps Cranston's rehabilitation into a new life starts here. Perhaps we'll be seeing him enjoy new beginnings, an airy sense of uplift.
Next, a romantic comedy co-starring Rachel McAdams?