After all the built-up anticipation for Apple's big reveal yesterday and all the talk of the watch and Apple Pay, the first two TV spots out of the gate are for the iPhone 6 and iPhone 6 Plus. The ads feature the two phones, two hands and two dudes (who happen to be Jimmy Fallon and Justin Timberlake). In one, the duo does little more than sing Also Sprach Zarathustra in an attempt to make the phones seem epic. In the other, touting the health functions of the phone, they try to outdo one another with steps taken and calories consumed.
Asked whether TBWA/Media Arts Lab or Apple's in-house agency took the lead on the creative, a spokesman said in an email only that all its spots are a collaboration.