Apple premiered a new ad called "Metal Mastered" during NFL games this afternoon, showcasing the new gold iPhone 5s. The ad, which features the song "Ooh La La" by Goldfrapp [iTunes] and no dialogue, depicts golden liquid metal morphing into the iPhone 5s.
Earlier this week, Apple launched the first magazine ads for the iPhone 5s, also featuring the gold model.
The new ad is very similar to the Plastic Perfected spot for the iPhone 5c that debuted in September.
Apple has been heavily advertising the iPhone 5c on television in recent weeks, but we have seen relatively little about the 5s, likely because of tight supplies. The new television spot, in fact, includes a "subject to availability" disclaimer at the end.
Top Rated Comments
Apple is clearly moving to fashion as the primary driver of sales and that's not a bad thing at all. Apple doesn't particularly want to appeal to techies for these kind of products. Techies are opinionated, not very brand loyal and they don't see the value of fashion in selling a phone in the same way the rest of the public do. I think hiring all of these high-fashion execs is a really genius move by Cook. Particularly when you're a CEO considering the long term viability of the company, as it becomes more and more difficult to compete on specs to keep the other market happy.
Usually, I'd suggest really 'showing' the phone and how it actually works more than glitzy stuff like this, but everybody knows how to use an iPhone now, even with iOS 7.
A part of me prefers the casual nature of the 5c ads, but I see what they're doing here. They're making the 5s a luxury product, which is interesting.
My introduction to Ooh La La was this commercial.
//www.youtube.com/watch?v=6j4Ay3YoHaw (//www.youtube.com/watch?v=6j4Ay3YoHaw)