Apple shows off the iPhone 5S in powerful new ad

Apple on Tuesday released a new commercial for its flagship iPhone 5s, showing off the handset’s digital media creation capabilities through a slew of music, movie making, translation and exploration apps. The minute-and-a-half spot, posted to Apple’s YouTube page, marks a return to ads in which the iPhone is front-and-center in almost every scene. Set to the song “Gigantic” by the Pixies, the spot begins with a musician plugging his electric guitar into an iPhone 5s through what looks to be an iRig setup running the AmpliTube app. 

Apple has begun airing a new iPhone 5s ad this evening, first premiering on ABC during Agents Of SHIELD. This ad, featuring the interesting song ‘Gigantic‘ by the Pixies, takes a very different tone than the “Metal Mastered” ad released in October, which showed that gold really is best. The ad shows common and uncommon tasks people can accomplish with their iPhone, such as creating music, tracking their health, shooting videos and photos, and playing games. The ad ends with the tagline “You’re more powerful than you think”. A new page on Apple’s website shows off the ad along with the featured software. Advertising for the iPhone 5s has been sparse, especially in comparison to the campaigns for the iPhone 5c. Aside from just 3 commercials, the only other 5s advertising we’ve seen are some print ads that ran shortly after the phone’s introduction.