On the heels of its 2014 Worldwide Developers Conference keynote, Apple has released a new iPhone 5S ad, showcasing various fitness gadgets working in conjunction with the phone. But there was no sign of the long-awaited iWatch, perhaps the most famous unreleased wearable to date.
The ad revolves around the concept of exercising using wearables that already exist. Among the products displayed are the Misfit Shine, Withings' Health Mate, the Zepp Golf sensor, Adidas' miCoach Smart Ball and the Wahoo Fitness Blue Speed and Cadence Sensor.
The minute-long commercial is set to the tune of "Chicken Fat," an old-timey jingle composed for President John F. Kennedy's 1961 Council on Physical Fitness, according to the JFK Library's website.
This is another of Apple's in-house ads made without the assistance of advertising agency TBWA\Chiat\Day's Media Arts Lab, the department that collaborated with Apple for the classic "1984" Mac ad. Earlier this year, Apple singularly produced a well-received Super Bowl spot drawing on the 1989 Robin Williams drama Dead Poets Society.
The tech giant's desire for fresh ideas has caused a rift with the Media Arts Lab, leading Apple to take initiative in creating its own ads.
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