Apple’s new iPhone ad taps the Pixies’ Gigantic



The point is simple, with the iPhone 5s, “you’re more powerful than you think.” That is Apple’s message while jamming to the cult alternative rock song Gigantic, by the band Pixies. The alternative rock outfit had it hey-day in the late 80s and early 90s, when Gigantic was written and released, though the band regrouped in 2004 and has been putting out some new stuff.

In the ad you see all manner of the million or so apps and accessories that you can grab for the iPhone. The ecosystem that enables so much creativity has been a forte of the iPhone and other iOS powered devices for the past few years, and it continues to hold a very strong following in the US.

Among the apps we see guitar filters, an interesting violin app with a corresponding accessory that straps to the arm, a heartbeat monitor that uses the iPhone’s camera and LED to take a pulse, remote control of show lights is possible, and the commercial simply would not be complete without the slow-motion action perspective as a kid lays waste to his building block village while dressed like Godzilla.

Indeed, there is quite a bit that can be done with and Apple iPhone 5s, hence the message behind the Pixies' Gigantic.

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18 Comments

1. DaHarder

Posts: 177; Member since: Oct 10, 2009

Good enough (if way too long) ad though the hitherto un-promoted camera flash/heart rate monitor 'feature' reeks of 'Oh Look... We have something like Samsung's Galaxy S5', which is kind of pathetic. Either way... It's still the same old tiny-screened iPhone that is of little ability without the use of 3rd party apps to really make it useful. Maybe they should be featuring those app developers in these ads?

14. HTCOE

Posts: 650; Member since: Nov 20, 2011

what?? lol you're statement argues nothing but hatred

2. Sauce unregistered

Beautiful phone. Beautiful advert. Say what you want haters, but Apple always gets their marketing right. Incoming envious and hatred spawned comments.

3. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

This ad..I'll agree with you... But apple doesn't always get it right... Like the gold 5s ad...and 5c ad with rill rill background music.... Those ad serves no purpose...

6. networkdood

Posts: 6330; Member since: Mar 31, 2010

Just stop...people think you work for Apple...lol

4. Kishin

Posts: 706; Member since: May 30, 2013

I have it, but I never knew about this.

5. networkdood

Posts: 6330; Member since: Mar 31, 2010

Wow...APPS? That...is...just...awesome.... I am sure more people will buy this tiny phone with....apps...thanks to this...awwwwwesome commercial...

7. Taters

Posts: 6474; Member since: Jan 28, 2013

I wouldn't download any of those apps.

8. networkdood

Posts: 6330; Member since: Mar 31, 2010

Zombie apps are great...DoS ones, too..

9. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

The commercial is basically lifestyle porn that shows how the 1% live. While in the reality that 99% of us live in, the iPhone is fast becoming the world's most uncool phone.

10. superfans

Posts: 155; Member since: Jul 30, 2012

apple knows how to choose the right songs for the right ads .

11. alumoyo

Posts: 391; Member since: Aug 26, 2013

Aaah Tim Cook you sneaky old fox - that ad was ALL ABOUT the heart rate monitor. Go on, admit it...

12. frustyak

Posts: 248; Member since: Mar 08, 2010

What will your verse be?, iPhone edition.

13. Sriniva1995

Posts: 44; Member since: Nov 06, 2013

Did anyone notice a heartbeat sensor app

15. PBXtech

Posts: 1032; Member since: Oct 21, 2013

Apple's marketing is slipping, this add targets a very small group of people where their previous campaigns targeted the normal group of users. It feels like much of this was created from pressure that the Samsung ads have generated, Apple is having to step out of their normal comfort zone here. In the same fashion, I don't see any 5C commercials any longer, it appears that ship has sailed.

16. srgonu

Posts: 549; Member since: Feb 13, 2012

Gigantic and tiny phone???? Nah....don't get along

17. maxmppower unregistered

Iphone 5S is a good phone but not good enough. I have aviate on my phone and I think it beats out anything apple tries with their UI

18. musicbizwiz

Posts: 1; Member since: Apr 26, 2014

"Indeed, there is quite a bit that can be done with and Apple iPhone 5s, hence the message behind the Pixies' Gigantic." Apple might want to check the actual message behind the song, particularly when it comes to Samsung: maybe size matters after all :) "Lovely legs they are What a big black mess What a hunk of love Walk her every day into a shady place He's like the dark, but I'd want him Hey Paul, Hey Paul, Hey Paul, let's have a ball Gigantic, gigantic, gigantic A big big love Gigantic, gigantic, gigantic A big big love"

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