Watch: Jason Schwartzman Stars In New Yorker iPad App Tutorial Directed By Roman Coppola

Well, this is a clever bit of marketing.

New Yorker magazine has launched an iPad app and enlisted Roman Coppola to direct a tutorial for users starring Jason Schwartzman. It’s a fun little spot with Schartzman taking to a number of oddball locations and scenarios to talk about each feature. We’re just mostly wondering how he keeps water out of his iPad or if just buys a new one every time it gets wet.

Coppola and Schwartzman last collaborated on Wes Anderson’s “The Darjeeling Limited,” which they both co-wrote with Anderson (Schwartzman also starred). They also provided voices to Anderson’s excellent animated film, “The Fantastic Mr. Fox.” Coppola’s last (and only) feature-length is 2001’s vastly under-appreciated “CQ.” If this isn’t a strong indication that he should be creating rather than helping out others (he routinely does second unit direction on his father, his sister and Wes Anderson’s film) we don’t know what is. We would really kill to see another Roman Coppola-directed feature. The campaign starts here. [New Yorker]