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Old Apr 22, 2014, 09:26 PM   #1
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Apple Debuts New 'Powerful' TV Ad Focusing on iPhone 5s [Updated]




Apple has debuted a new TV ad alongside Marvel's Agents of SHIELD tonight on ABC called "Powerful". The ad, which was first spotted by 9to5Mac, showcases iPhone 5s owners using the device to enhance their lives in multiple ways.

With "Gigantic" by the Pixies [iTunes] playing in the background, the app has users using the iPhone 5s to check their health, check for directions, create short monster movies, record videos, create art installations and more, including a band preparing to play a song. The ad ends with the tagline "You're more powerful than you think".

Apple has not aired an iPhone 5s ad since the seasonal holiday ad "Misunderstood", which has since been removed from its YouTube channel. In the meantime, Apple has instead focusing its advertising efforts on the iPad's "Your Verse" ad campaign.

Update 8:31 PM: A previous version of this article incorrectly referred to the ad as "Gigantic". It has been corrected to its proper name, "Powerful". Apple's official YouTube video for the ad has also been swapped in.

Article Link: Apple Debuts New 'Powerful' TV Ad Focusing on iPhone 5s [Updated]
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Old Apr 22, 2014, 09:28 PM   #2
chirpie
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LOL. The notification poped up on my computer...

"Apple Debuts New 'Gigantic' TV..."

And I was like... wuhhh?!

Not quite what I was expecting. ^_^

Still nifty.
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Old Apr 22, 2014, 09:29 PM   #3
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My push notification got me excited at the line: "Apple Debuts New 'Gigantic' TV".

Then I read the second half of the sentance...
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Old Apr 22, 2014, 09:32 PM   #4
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Old Apr 22, 2014, 09:32 PM   #5
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I dont know about this ad...Phil Schiller might need send another e-mail out ranting about their ad agency.

Of course, being someone who visits macrumors i think we overanalyze these ads.

I still love this ad https://www.youtube.com/watch?v=cO3rsfE7GM0 even if the 5c was a failure.
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Old Apr 22, 2014, 09:33 PM   #6
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Quote:
Originally Posted by chirpie View Post
LOL. The notification poped up on my computer...

"Apple Debuts New 'Gigantic' TV..."

And I was like... wuhhh?!

Not quite what I was expecting. ^_^

Still nifty.
Same here... (disappointed)
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Old Apr 22, 2014, 09:33 PM   #7
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GIGANTIC TV?!?!?

Oh........
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Old Apr 22, 2014, 09:36 PM   #8
TogetherinParis
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I wrote "Your Verse" speech for Suicide Prevention not to sell iPads

Apple uses the speech I wrote for the Dead Poets Society project, which I was told was an amateur stage play, to sell their iPads. I wrote the speech, which starts with "huddle up!" and ends with "What will your verse be?". I've never been compensated. Apple is receiving stolen iProperty. Congratulations.
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Old Apr 22, 2014, 09:36 PM   #9
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I don't love this ad or the Your Verse iPad ad. Doesn't focus on normal people using iPhones...mostly videographers and musicians which are a tiny segment of their userbase. The ad also does little to highlight the design and build quality of the phone which aside from the HTC One is still worlds better than anything Samsung has put out ever (the band-aid/golf ball back S5 is an abomination).

I miss Apple's ad mojo circa 2006-2009. The Get a Mac campaign and the original MacBook Air ads were awesome. Seems like they have all been down hill since the Mac Genius fiasco.

Edit: The MacBook Pro with Retina display commercials were solid.
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Old Apr 22, 2014, 09:36 PM   #10
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I like how they included the athlete monitoring his heart rate. Definitely a nock against the Galaxy S5 and it's subpar (~50% fail) heart rate monitor.
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Old Apr 22, 2014, 09:36 PM   #11
SandPebble
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Pixelation throughout the video is intentional?
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Old Apr 22, 2014, 09:41 PM   #12
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I think the more honestly intended tagline at the end of that commercial is:

You have more money than you think.
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Old Apr 22, 2014, 09:41 PM   #13
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Quote:
Originally Posted by PatriotInvasion View Post
I don't love this ad or the Your Verse iPad ad. Doesn't focus on normal people using iPhones...mostly videographers and musicians which are a tiny segment of their userbase. The ad also does little to highlight the design and build quality of the phone which aside from the HTC One is still worlds better than anything Samsung has put out ever (the band-aid/golf ball back S5 is an abomination).

I miss Apple's ad mojo circa 2006-2009. The Get a Mac campaign and the original MacBook Air ads were awesome. Seems like they have all been down hill since the Mac Genius fiasco.

True but they make their money off people who want to be like artist and designers.
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Old Apr 22, 2014, 09:42 PM   #14
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After watching...

I so wish I had some musical talents. Sigh

Like the energy in the ad.
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Old Apr 22, 2014, 09:42 PM   #15
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Can anyone name the Apps used in the ad?
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Old Apr 22, 2014, 09:44 PM   #16
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Hinting for a 'gigantic' iPhone?
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Old Apr 22, 2014, 09:45 PM   #17
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This advertisement fails to evoke any emotion. Honestly I've seen great iPhone advertisements in the past but this isn't one.
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Old Apr 22, 2014, 09:49 PM   #18
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Yes this is a Pixies song, but this is not the Pixies version. That's also not the Pixies setting up to perform. Good song choice though...
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Old Apr 22, 2014, 09:51 PM   #19
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"Authored app shown in an Apple iPhone commercial."

Achievement unlocked!
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Old Apr 22, 2014, 09:51 PM   #20
IPPlanMan
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Sprint?

Sprint got the mention at the end...

Interesting. Hopefully the network continues to improve. LTE still hasn't officially launched in DC...
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Old Apr 22, 2014, 09:52 PM   #21
coleblk
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I really liked the ad. First off the song is one of my favorites and really shows off how simple it is for everyone to make use of all of the built in features that make the 5s so great. Apple is great at presenting high tech in a way that is easy to use for anyone.
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Old Apr 22, 2014, 09:58 PM   #22
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Quote:
Originally Posted by PatriotInvasion View Post
I don't love this ad or the Your Verse iPad ad. Doesn't focus on normal people using iPhones...mostly videographers and musicians which are a tiny segment of their userbase. The ad also does little to highlight the design and build quality of the phone which aside from the HTC One is still worlds better than anything Samsung has put out ever (the band-aid/golf ball back S5 is an abomination).
I see your point, but maybe they're thinking people already know about the design and build quality. Showing how you can use the device for cool stuff (whether you actually will or not) is a pretty good way to advertise, in my opinion. Plus the Pixies song was a pretty darn nice touch.
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Old Apr 22, 2014, 09:59 PM   #23
aukermania
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Love love love

I was confused the first time I saw it but I couldn't stop pressing repeat after the second watch. Brilliant. Fun. Creative... Apple.
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Old Apr 22, 2014, 10:01 PM   #24
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And my ears are bleeding. That might be the world's worst song. I've screamed better than that as a 5 year old.
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Old Apr 22, 2014, 10:01 PM   #25
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What's the app that the guy working out is using? Where he puts his finger over the flash?
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