New ‘Powerful’ iPhone 5s TV Ad Features ‘Gigantic’ By The Pixies

Apple debuted a new commercial on prime time TV tonight that featured a song from the Pixies. The ad featured a new version of ‘Gigantic’, a song that debuted on the 1988 Surfer Rosa album, credited for being an influential album that help spawn the alternative rock scene including Nirvana and Pearl Jam. The upbeat commercial shows how the iPhone 5s being used to film, record music and play games. There is also a nod to health apps, with a blood pressure app, something that could see a big push in iOS 8. It’s a long spot, spanning a minute and thirty seconds.

iPhone 5s TV ad

The commercial concludes with a text overlay,

“You’re more powerful than you think.”


These feel like the awkward cousin of the verse commercials and that’s a good thing. More people can relate to this ad and it’s incredibly upbeat.

What are your thoughts on the new iPhone 5s TV ad? Is Apple on the right track with the ‘Powerful’ commercial?

Gigantic by Pixies in iTunes