Apple has this evening posted a new TV commercial for the iPhone 5s to its YouTube channel. The ad, which was spotted airing during tonight’s episode of ABC’s ‘Agents of SHIELD,’ touts the handset’s ability to morph into a useful tool for people in various lines of work.

Set to the tune of “Gigantic,” by the Pixies, the spot shows iPhone 5s owners using the device to do things like play music, control stage lighting in a theater, create short movies, create art installations and more. The tagline of the ad is ‘You’re more powerful than you think.’


Interestingly enough, this is Apple’s first commercial for the iPhone 5s since the ‘Misunderstood’ spot that aired throughout the holidays. It seems as though the company has given marketing priority to the iPad and iPhone 5c, the latter of which is believed to be selling poorly.

Anyway, there isn’t much to note about the ‘Powerful’ advert itself. It’s pretty standard for Apple these days—very reminiscent of the ‘Your Verse’ iPad campaign. If anything, it seems almost too safe of a play, particularly for a company that’s worried it’s losing an advertising battle.

What do you think of the new ad?

  • Rowan09

    According to phonearena dot com/news/Nexus-5-performance-review-the-tale-of-benchmarks_id49059, the iPhone outperforms every other phone on the market. This little engine that could, can really hold it’s own.

    • …but when iOS 8 comes out it will be bogged down just like iPod touch and ios 7.

      • Mozaik

        No it will be more speedier because ios 7 was full of visual enhancement but ios 8 will not require that instead apple can focus on speed improvement and feature adition to iOS 8 and 7.1 nullify your statement of bogdown.

      • XboxOne

        The iPod Touch line does not compare to the powerful iPhone 5s.

      • ✪ aidan harris ✪

        Exactly. The iPod Touch is not supposed to compare with a flagship iPhone. It’s less powerful on purpose more than likely to decrease the price…

    • Yes, it’s not fair to compare an iPhone to a device that came out six months after it, it’s only fair to compare it to a device that came out six months before it (like they continuously did with the GS4)…

      • Rowan09

        It wasn’t only for the Nexus it included all the premium devices along with the Note 3.

  • coLin

    Samsung should learn/copy this kind of ads instead of insulting other phone makers

    • Infinite Production

      Apple advertising is very different.
      Shamesung, tells people to think nothing but theirs is best.
      Apple, tells people theirs is just great.

      In the end, It is still the consumer that decides to what they are hooked.

    • No, I don’t like the new ads, the old ones where calm this is stress with ugly music

  • Christian Mejía

    Friend praises how his S5 is the fastest phone right now. I said “show me how fast it is” he said “well there’s no way I can show you.” I said “then what’s the point of telling me” he got mad and walked away.

    • Chris Holden

      youd have to own an iphone 5s to understand how fast it is

      • White Michael Jackson

        Samsung Galaxy 5=S5

      • Nicolas Cage

        We want the black Michael Jackson back!

      • White Michael Jackson

        “It doesn’t matter if you’re black or white!”

      • Hyr3m

        If it doesn’t matter then why did you specify “White” at the beginning of your nickname?

      • White Michael Jackson

        I have a friend who is black michael jackson. We have fake arguments on other websites. I know, I could be doing something better with my life.

      • Hyr3m

        You know… I was just messing with you ^^

        Btw your friend was cuter than you were ^^

      • édith Dupont

        Ok first I saw here lady gaga and now Nicolas cage and MJ …like WTF?!

      • Christian Mejía

        I do own a 5s.

      • Andrew

        LOL, Tell him to do a benchmark test with Geekbench on his S5 and compare the scores to your results.

  • Jonathan Liu

    Samsung: the phone is more powerful than you think (specs specs specs specs)
    Apple: you’re more powerful than you think 😮

  • Mr.DnQ

    Did I just see someone using the flash as heart rate?

    • White Michael Jackson

      Cardiograph does this.

      • Mr.DnQ

        Thnx Michael…

      • Eric M

        The app in the commercial is called Instant Heart Rate

  • Pato_


    • XboxOne

      So are the random pictures you post in almost every article.

      • Pato_


  • What is this??

    • h.

      death ray controller i’m afraid. someone won’t be too pleased.

    • Vijay Panjwani

      It’s a kind of musical instrument.
      I was shocked to see an iPhone can be this also!

    • never mind.. i found it ….
      Its motion synth – kickstarter project

  • theappleogist

    Great ad & I’m speaking as an ex-ad man. Product is the hero and it shows the product being used by actual customers. And it also has a powerful aspirational message.

  • Rohit Singh

    Can anyone please list the names of apps used in this video. Thank you

    • Santiago

      Some of them are posted on apple’s page, with the video of the iPhone

  • Umut Bilgiç

    Yep, Apple is playing too safe.

  • David Gitman

    I didnt know you can masseur blood pressure via the flash :O

    • There’s an app for that too. 😛

      • David Gitman

        whats is the name?

    • Hyr3m

      It’s the heart rate not the blood pressure…

      • David Gitman

        oh okay ty

    • BoardDWorld

      It’s not the flash that’s reading it, it’s the camera. The flash is just assisting in providing an accurate reading without the aid of high ambient light or another light source.

      • David Gitman

        can you tell me the name? i have iphone 5s too

      • BoardDWorld

        Cardiograph: Heart Rate Pulse Measurement developed by MacroPinch (sorry for the late reply)

      • David Gitman

        oh its okay ty anyways!!

  • Hyr3m

    So what Apple is saying is “We can’t sell our phones using our own software, we have to show you what other people created in order to make our device appear useful.”

    • Vijay Panjwani

      Lol! You are stupid dumb!
      So you are trying to say your nexus device have all those apps pre-installed? Or it was very innovative for samsung to bring the hardware addition of heart rate monitor when there was even an app for that?
      Actually this shows the true potential of the iPhone. What can people actually do with this device and stuff!

      • Hyr3m

        They’re advertising their product by using exclusively third party apps. Most (if not all) of these apps (or equivalent) exist on Android so the ad does absolutely nothing to promote Apple’s product specifically…

        But no, you’re right, I’m “stupid dumb” to point that out.

      • XboxOne

        Just shut up.

      • Hyr3m

        “An ounce of practice is worth more than tons of preaching.”

      • Ammer I. Elabbas


      • Hyr3m

      • Ammer I. Elabbas

        U know I really love noticing and seeing apple’s haters envying and boiling every after ads they do.

      • Hyr3m

        Oh yeah ? I haven’t seen many of them around here this last couple of days…

      • Ammer I. Elabbas

        Yes, because most of them became an apple fans nowadays

      • Akw6190

        It really does though. It’s basically saying “look what this phone can do” without having to take shots at samsung or the other smartphone companies.
        Every other smartphone commercial just puts down the iPhone becuase they, and everyone else, know that it’s the phone to beat. Apple doesn’t aknowledge the insults and just shows what it’s product can do, because they know they’re the best.
        Maybe that subtlety is lost on you.

  • Decio Arruda

    Minute 1:05 is a direct hit against Samsung, Apple is slowly but surely getting back at Samsung in their commercials and I love to see that.
    But other than that, this is the kind of commercial that makes me wanna buy an iPhone 5s even though I have an iPhone 5c. It has the cool and powerful factor.
    So far, I think this is one of the (, if not the, ) best commercial from Apple in the past couple of years.

    • Ammer I. Elabbas

      I agree

  • nfinite

    nice ad to show some potentials of iphone.. I’m grabbing instant heart rate..

  • nonchalont

    Can’t android do all those things?

    • Yash Gorana


      • nonchalont
  • Brian Voll

    I love that little shot fired at the Galaxy S5 with that heart-rate scanner app.

  • Huh? They’re using the phone for measuring heart rate? Thought them Apple fantards were saying it’s a gimmick…

    • Christian Mejía

      It is and it shows that it’s been done with an app and not hardware on the phone specifically for it.

  • Charismatron

    I’d be interested to know the how much interest Tim Cook has in overseeing these ads. Is Apple still working working with Chiat people (I forget the new name for the Chiat/Day people Jobs used to hire all the time), or is this a new ad company that’s working for them?

  • Ammer I. Elabbas

    How Samsung was created

  • Andrew C

    I mean mabye i have a dirty mind but they did say gigantic gigantic a big big load like 6 times and I thought of something elsse but thats just me…

    • Tan F

      My roommates and I heard this stoned as shit and we thought the same thing. Its funny though because it says “big big load” and rockets go off in the background…

  • Brooke

    I hate this commercial. When I hear “a big, big load” I think of crap or guys in a frat house talking about a porn. Either way, not especially attractive.

  • Heather Wight

    I had to look up the lyrics, me and my fiance saw this commercial a few times and swore they were saying “gigantic, gigantic… a big big load”…. uhhhh, I know I have a dirty mind, but WHAT??? so they are actually saying “love” not “load”. they really should have had the singer sing it better… cuz I watched it again and im not so sure she isnt saying “load” lol.