Apple Channels the Pixies in New iPhone 5S Ad

On the eve of its second-quarter earnings announcement, Apple has introduced a new tagline, "You're more powerful than you think," with a rendition of the Pixies' "Gigantic."

The empowering message is underscored by the ad's plot, which features various musicians playing the song, first separately and then in unison. The narrative then expands to include others — athletes, motorcyclists, a dad — who are empowered by their iPhone 5S devices.

Though the ads continue the feel-good vibe of previous Apple ads, the tagline signals a subtle shift. For the past few years, Apple ads have made the product the hero. Here, the product is a mechanism for making the user the hero Read more...