June 5, 2014
Apple has just debuted a new TV ad for the iPhone 5s. Released during tonight's Stanley Cup Finals and titled "Strength," the commercial highlights the iPhone's utility as a veritable fitness tool. The TV spot shows a number of iPhone users engaging in various fitness activities, most of which involve the use of fitness apps (e.g. Nike+ Running, Argus) and iOS-connected activity trackers (e.g. Misfit Shine, Adidas miCoach Smart Ball). No sight of the fabled iWatch, natch. The ad is set to Robert Preston's "Chicken Fat," which was originally composed for a fitness program under President John F. Kennedy. Check it out: If you can't see the video embedded above, please click here. The ad makes its debut just a couple of days after Apple introduced its fitness-focused HealthKit API and Health app at its WWDC 2014 keynote. As indicated by its concluding title card, "Strength" is part of Apple's "You're more powerful than you think" campaign. Pointing out the many capabilities of the iPhone, the campaign kicked off last April with a TV ad titled "Powerful." Both ads are likely the creations of Apple's in-house advertising team, which, according to a report earlier today, was formed as the company began its shift away from longtime collaborator TBWA\Chiat\Day. See also: Apple Debuts New 'Your Verse' iPad Air Ads Featuring Composer And Travel Writer.
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