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.

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Top Rated Comments

chirpie Avatar
134 months ago
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.
Score: 25 Votes (Like | Disagree)
scotty321 Avatar
134 months ago
And my ears are bleeding. That might be the world's worst song. I've screamed better than that as a 5 year old.
Score: 15 Votes (Like | Disagree)
east85 Avatar
134 months ago
This advertisement fails to evoke any emotion. Honestly I've seen great iPhone advertisements in the past but this isn't one.
Score: 9 Votes (Like | Disagree)
irfan22 Avatar
134 months ago
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 //www.youtube.com/watch?v=cO3rsfE7GM0 even if the 5c was a failure.
Score: 9 Votes (Like | Disagree)
tolkientosh Avatar
134 months ago
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.
Score: 6 Votes (Like | Disagree)
surfingarbo Avatar
134 months ago
My push notification got me excited at the line: "Apple Debuts New 'Gigantic' TV".

Then I read the second half of the sentance...
Score: 6 Votes (Like | Disagree)