New iPhone 5s TV ad ‘Strength’ focusses on fitness and wearables


Apple released its new “Strength” advertisement for the iPhone 5s that showcases the fitness functionality and compatible wearable devices for the handset. Part of Apple’s “You’re more powerful than you think” campaign , the ad is meant to convey the many ways the iPhone can make you faster, stronger and more fit.

Unlike other ads that use catchy, modern tunes, this fitness focused promotional video takes the nostalgic route, using a tune that was played everyday for school children in the 60s as part of President John F. Kennedy’s fitness program. The tune, Chicken Fat, was written and composed by Meredith Willson and performed by Robert Preston.

The advertisement profiles a handful of fitness and sport enthusiasts, showcasing how the iPhone can be an integral part of your daily workout. The ad includes both fitness apps and wearable devices from third-party manufacturers. Though Apple is not a wearable maker, the company is rumored to be working on a fitness-focused iWatch that could tie into the newly announced Health app. Health, along with the HealthKit SDK, will serve as a repository for vital health fitness statistics that are compiled from iOS apps and connected health and fitness devices.

Check out the new “Strength” video above and let us know what you think in the comments.