Apple has aired its newest TV commercial
for the iPhone 5s, showcasing the devices' M7 co-processor through the highlighting of fitness apps and activities augmented with the iPhone. The new ad, "Strength," debuted during the first game of the Stanley Cup playoffs on Wednesday, and uses the tagline "You're more powerful than you think" to punctuate a series of vignettes featuring people using the iPhone to help monitor their health, activity and fitness achievements.
The ad features a 1961 song by Robert Preston, commissioned by President Kennedy in 1962 called "Chicket Fat," that was sent to every US school and used for years as the "Youth Fitness Song." The song was part of a government effort to get kids back in shape after obesity rates rose -- following the increase in the number of television shows aimed at children.
The spot features a number of third-party fitness and activity tracker apps, and also shows how wearable fitness devices can be used in conjunction with the iPhone to create a record of accomplishments. From weight-monitoring apps to recording videos of athletes' performances for analysis, the one-minute commercial emphasizes existing fitness apps of all kinds in an motivational manner enhanced by the choice of song.
The ad also functions as a prelude to Apple's expected greater focus on health and wellness, as it introduced a collection of APIs for fitness apps called HealthKit
and its own corresponding Health app, which can aggregate data from sensors and other apps to create a wide-ranging and thorough picture of a users' health and medical situation.
The ad is the second in a series of "more powerful" TV spots, with the first emphasizing multi-media project creation apps and abilities
. The new ad comes as the company is reported to be moving away from its long-time advertising agency of choice, TBWA/Chiat/Day, and bringing more television ad production in-house.