updated 11:30 pm EDT, Mon September 16, 2013
Ad is identical to first spot shown during iPhone rollout last week
The short "liquid plastic" advertisement that was first shown during Apple's iPhone media event last week has now debuted on television, striking a different tone than the previous iPhone 5 ads by highlighting the colorful back shell of the updated iPhone 5c. The ad, now titled "Plastic Perfected," features a track from the group Sleigh Bells and ends with the tagline "coming soon," referring to the device's retail debut on Friday. The ad doesn't highlight any features, but the iPhone 5c has very few changes from the iPhone 5 on a hardware level.
The main push of the commercial is that the iPhone 5c is "for the colorful." The phrase was also used in a longer-form ad shown during the rollout that will likely be edited to a 30- or 60-second future spot, showing various types of people in bright, colorful environments calling or answering calls from others, all with iPhone 5c units in the five available colors.
The style of the iPhone 5c ad makes clear that Apple intends to market the iPhone 5c to younger and more iPod-oriented market, and are likely to keep the current iPhone 5 style -- which emphasizes specific features or the advanced technology of the unit -- for the advertising of the iPhone 5s, which will debut at retail alongside the iPhone 5c.