Pixies' Classic 'Gigantic' Backs Apple's New iPhone Ad

New Spot for TBWA/MAL Shows People Doing 'Powerful' Things with the 5S

Published On
Apr 23, 2014

Editor's Pick

Apple has been turning out new ads in full force. Following yesterday's Earth Day announcement, the marketer has launched this music-driven spot, "Powerful," promoting the iPhone 5S, created out of TBWA/Media Arts Lab. Perhaps the most notable aspect of the ad is the music, a young band's cover of the Pixies' 1988 classic "Gigantic," which backs a quick-cut montage of people doing amazing things (making music, shooting rockets, checking a pulse during a workout) with the phone's technology. It ends with the tag, "You're more powerful than you think."

Last we saw from Apple marketing on the iPhone was the ad "Misunderstood" from December, about a loner teen who appears to pull away from his family during the holidays, but in the end, turns out to be creating a wonderful gift.