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Apple has just uploaded a new TV ad called “Strength” to its YouTube channel, centered upon the various health and fitness accessories for the iPhone 5s. The one-minute spot debuted just a few hours ago on national television, during the first period of the Stanley Cup Finals on NBC between the Los Angeles Kings and New York Rangers. The upbeat commercial is backed by a song called “Chicken Fat” by Robert Preston, released in 1961 to get schoolchildren to do more daily exercise…

https://www.youtube.com/watch?v=xTjejvnBJfU

I like the direction that Apple has taken with this new ad. It effectively shows off how useful the iPhone 5s can be for working out, training and other health and fitness activities, while maintaining an upbeat tempo. It sure beats the ads featuring Apple Geniuses that aired during the Summer Olympics a few years ago, some of which were actually borderline condescending instead of humorous.

Matthew Panzarino of TechCrunch was first to report on the TV ad before it aired, spotting the Misfit Shine, Zepp Golf sensor, Wahoo bike sensor and Nike+ among the myriad of health and fitness apps and accessories. Notably absent is the oft-rumored iWatch, which Apple still has yet to unveil. The timing of this commercial is not coincidental, airing just two days after Apple launched its brand new Health app and HealthKit platform at its WWDC keynote.

Just a few hours ago, we reported that Apple is increasingly turning to its own in-house team for TV advertising because of a faltering relationship with longtime ad agency TBWA\Chiat\Day. Media Arts Lab, a division of TBWA, is still working on ad campaigns for the iPhone, however, meaning that it more than likely created this new spot. Apple has seen its Ad Metrix consumer score rise from 548 in 2013 to 564 so far this year.

Let us know what you think of the ad below.

  • Eric M

    I like the content but the soundtrack not so much. If you placed a cool song to it then it would resonate with the Apple Kingdom. Chicken Fat?!

    • Sean Clark

      Have the same footage, “Explosions in the Sky” playing in the background, a raspy-voiced man with a slight Texan tinge to his voice talking about ‘the pursuit of greatness’ or some crap and you have an A+ fitness ad. Nike has it down to a science.

  • I really liked the “Basically” ad from last year…

  • Jon20

    I agree. The footage is good but the soundtrack is just too outdated. I think Dr. Dre needs to step in on these ads as far as audio content. Especially if they are trying to get back their cool factor. They’re not going to do it with “Chicken Fat”

  • I taught high school physical education for many years. “Chicken Fat” was an exercise tune I used for my classes probably 40 years ago. When I heard it in the Apple ad, it brought back pleasant memories of the kids I taught.

  • n0m0n

    Anyone know what the app is on the bike?
    Thanks