Apple's New iPhone TV Ad 'Strength' Focuses on Fitness Accessories and Apps

[rjlawrencejr]

Love it! Apple's newer and current ads stand out, in that they are conveying a positive message, rather than harping on how good their product X is, in comparison to similar products by different manufacturers.

Loved the ad and definitely I agree. Remember, part of persuasion is not necessarily changing minds, but reinforcing attitudes, beliefs, or behaviors. This ad achieves just that. This ad is essentially for current iPhone users. And yes, being a fitness enthusiast made me perk up and watch it (I was watching the game as it aired).

I agree with another commenter regarding selection of music. I guarantee, whether you liked the song or not, it left an impression in the way more generic fitness oriented music would not have. Perhaps you may not have seen it as it was broadcast, so you're viewing the ad in a much different context.

 

[DrMotownMac]

Song

What a WEIRD and annoying song!! And I don't mean weird in the way an Apple Store employee with all the piercings, tattoos and rainbow-colored hair is weird. THAT is actually normal in the world of Apple. What's weird is some retro workout song by Robert Preston (the Music Man and the Last Starfighter's mentor) singing about CHICKEN FAT! WTF?!? Doesn't exactly inspire me to run out and buy an iPhone! The video and the use of the apps is very cool...but get rid of that song!!!

 

[klover]

A light and playful approach which really mirrors the WWDC vibe. Seems this new focus on fun is a corporate strategy at a lot of different levels.

 

[Fanaticalism]

The song was so distracting it made the whole commercial seem gaudy.

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What a WEIRD and annoying song!! And I don't mean weird in the way an Apple Store employee with all the piercings, tattoos and rainbow-colored hair is weird. THAT is actually normal in the world of Apple. What's weird is some retro workout song by Robert Preston (the Music Man and the Last Starfighter's mentor) singing about CHICKEN FAT! WTF?!? Doesn't exactly inspire me to run out and buy an iPhone! The video and the use of the apps is very cool...but get rid of that song!!!

You said it better.

 

[vthree]

I'd love to see someone compile a list of all the apps showcased and at what point in the commercial they were shown. A lot of them seem like ones I'd love to try.

found them at the bottom here

http://www.apple.com/iphone-5s/powerful/#video-strength

 

[RolyPolyBird]

I wonder how long we must wait before we see the US obesity epidemic satirical version.

 

[coolfactor]

We need to put something up on that screen that will brand APPLE into your mind and that you will recall what you have seen is an APPLE product.

Apple communicates lifestyle. Brand recognition just hitches along for the ride.

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What a WEIRD and annoying song!! And I don't mean weird in the way an Apple Store employee with all the piercings, tattoos and rainbow-colored hair is weird. THAT is actually normal in the world of Apple. What's weird is some retro workout song by Robert Preston (the Music Man and the Last Starfighter's mentor) singing about CHICKEN FAT! WTF?!? Doesn't exactly inspire me to run out and buy an iPhone! The video and the use of the apps is very cool...but get rid of that song!!!

I think this is just the beginning of a whole new "flavour" of fun and motivating Apple ad campaigns. I don't think this ad alone can be judged. The whole campaign will need to be judged and we haven't seen it yet.

 

[i0Nic]

Can anyone name all the apps that were used in this ad?

 

[Crzyrio]

found them at the bottom here

http://www.apple.com/iphone-5s/powerful/#video-strength

There seems to be one missing? I want to know the app that was used to keep track of the sets.

Can anyone name all the apps that were used in this ad?

Follow above linke

 

[osaga]

Anyone having trouble viewing this? I had the same problem with the keynote developer ad/clip yesterday but not any other youtube video. It won't let it play all the way. Google conspiracy?

 

[i0Nic]

There seems to be one missing? I want to know the app that was used to keep track of the sets.



Follow above linke

That's not all the apps that were shown.

 

[gibstros]

Jimmy Iovine didn't have anything to do with that commercial

What a WEIRD and annoying song!! ... singing about CHICKEN FAT! WTF?!? Doesn't exactly inspire me to run out and buy an iPhone! The video and the use of the apps is very cool...but get rid of that song!!!

AGREE!!!!! What happened to the days of the iPod and the cool, hip music that made you want to go to iTunes and download music. That song made me want to turn the TV off. And whoever picked that song obviously doesn't work out. The song is crap. Get it off the air now!

 

[wigby]

I usually don't post anything on computer sites, OSX, PC etc. But being a long time Apple user I wanted to add my 2 cents.

Looking at this add as an Apple user it's just ok. So thats not good, it didn't do anything for me at all. I have no recall of the product, and or if the product was an Apple product or something else?

I think this is a time were Apple has to get hard core , there always to nice.
We need to put something up on that screen that will brand APPLE into your mind and that you will recall what you have seen is an APPLE product.

Apple start getting hard core with the product ad's - You have the right products to it with, but keep soft shoeing around not to wake anyone up..

Most of the ppl in this forum probably have better ad idea's then what that AD is...

Just my 2 cents-

I think Apple has passed the point you are referring to. Young upstarts generally make bold statements and are aggressive. If they want to be regarded as they leader in mobile devices, they have to act like it. That means they showcase the power of ecosystem by showing off all the apps. That and their industrial design are the 2 main things that set them apart. Otherwise, they are just another smartphone maker to most people.

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AGREE!!!!! What happened to the days of the iPod and the cool, hip music that made you want to go to iTunes and download music. That song made me want to turn the TV off. And whoever picked that song obviously doesn't work out. The song is crap. Get it off the air now!

They might have missed the demographic mark a little on this one. The music makes me think they're targeting 40+ ages for exercising mostly. But I give it points for playfulness. Not every tech ad has to exude cool. Coolness has a narrow emotional range compared to humor and nostalgia.

 

[gibstros]

Not Cool

One of the real problems, it seems to me, with the new Apple commercials is that they have lost their "cool" factor. That song is not cool. Seeing a fat guy get on a scale that shows he gained weight is not cool. Watching a nerdy guy ride his bike in a suit is not cool. Consumers don't flock to the iPhone because of the ecosystem-they flock to it because it is cool and they want to look cool. Geeky programers who work for computer companies and approve stupid ad campaigns buy a smart phone because of the huge app store. A commercial about using the iPhone for fitness should have been like a Nike commercial. Show a bunch of fit people pushing themselves farther and faster because of their iPhones. Make me want to buy an iPhone so that I will be like the elite athlete I see on the commercial, not the fat guy who can't lose weight.

 

[rp2011]

I like the ad. And you have to look at the demographics for the Stanley Cup. The viewers are afluent and tech savy and they would "get it".

I am glad Apple is not dumbing down their ads shooting for the lowest common denominator and applying some playfulness to the mix.

Being cool means not "trying" to look cool

 

[JediZenMaster]

I thought the commercial was awesome because it shows how it's not about the phone but about how it's impacted everyday life.

For the naysayers would you rather have some trite dubstep beat juxtaposed with quick cut scenes?

 

[mikezmac]

This doesn't feel at all like an Apple ad. (Maybe because the music isn't a piano-heavy simple orchestral piece?) I'm not even sure it feels like a tech ad. I think it resembles an ad for exercise shoes - it just needs some shoe shots!

No. I did not like this commercial. Not did it seem like an Apple commercial. The clips were vague, the song distracting and the end of the commercial was nonsensical.

 

[dumastudetto]

Apple ads are always the best. This one is no exception. I've added it to my library of Apple ads in stunning 1080p HD to consume on the big screen at my leisure.

 

[tdtran1025]

Gimme USB PORT, MKV playback and we are talking.

 

[Michael CM1]

Who else would love an ad like this to go through all that and then some screen of text to Show up saying, "This is what you can do now. Spoiler alert: we're working on a watch."

 

[SHNXX]

Great ad. Maybe it's a sign of things to come with iWatch?

 

[captain kaos]

The misfit shine is awful. Come on apple, show these companies how its done and you can have my money.

 

[MH01]

I think you're right, and they probably wanted it to appeal more to exercise enthusiasts than "classy, sophisticated tech consumers," but that song just seemed really annoying and misplaced for the demographic of people that they might want to purchase this. I would rather have heard a high-energy, "sporty" song that made me excited to go do something active. (Wasn't that part of the success of the original iPod ads?!)



Personally, I thing they would have been better off showing Sylvester Stallone leading real-life Philadelphia marathon runners through the streets of Philadelphia, and ending on those famous "Rocky" steps with people celebrating their marathon completion, and looking at their nike+ workout stats on their iPhones, with all that happening to the "Rocky" song, "Eye of the a Tiger."

It's not very original, but I think the authenticity and natural coverage of the real marathon runners would have made the fun of exercising and monitoring one's health very personal to the viewers, and having recognizable "Rocky" elements would have made it more memorable. Plus, some people watching the marathon runners go by could have been shown recording the event on their iPhones.

Agree with everything you said.

A really good example of an ad appealing to fitness enthusiasts is the old adidas ad

http://m.youtube.com/watch?v=LRtBW4Lpj40

I got none of that from this ad. You have to nail the music, it's what makes the adidas ad so good , people were even trying to get the song, though it was made for the ad.

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Apple ads are always the best. This one is no exception. I've added it to my library of Apple ads in stunning 1080p HD to consume on the big screen at my leisure.

You work in advertising ? Surly you have the best of I'm a mac ads! Favourite one?

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No. I did not like this commercial. Not did it seem like an Apple commercial. The clips were vague, the song distracting and the end of the commercial was nonsensical.

I think they hid very well the fact the iphone has no health sensors nor did they highlight why the 5s is better than any other iphone for health due to its hardware.

Though I suspect this could be a build up what's coming in iphone 6.

 

[Proji]

I'm not a huge fan of the song but the rest of the ad is spot on. Though I do agree that the song does make it stand out

On a side note, I still think this one from Reebok is the best fitness related ad http://youtu.be/wHlvKQwZFSI

 

[SgtPepper12]

[...] and misplaced for the demographic of people that they might want to purchase this.)

As 2/3 of the demographic is overweight, I guess you're right.