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TBWA/Media Arts Lab help Apple sell “Dreams” in the latest iPhone 5s ad

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In another new ad for the iPhone 5s, Apple has decided to remind their users that they are more powerful than they think by encouraging them to “Dream” up ways in which they could be using their smartphones in their respective jobs. The 60-second ad shows various professionals using the various apps and peripherals available to iPhone owners to accomplish tasks in their daily lives, such as a doctor translating a sentence for a patient, an artist using his iPhone to project and trace a mural, and a vet using her iPhone to check a horse's heartbeat. Apple has said that the ad reveals how the iPhone 5s gives users “the power to create, shape, and share” their lives, right there in their hands, bags or pockets.

The 60-second ad shows various professionals using the various apps and peripherals available to iPhone owners to accomplish tasks in their daily lives

The made-for-television commercial (which you can view below) is soundtracked by the plaintive tones of Jennifer O'Connor's “When I Grow Up,” and celebrates life's everyday heroes in an emotionally engaging and quietly moving manner. After their similarly inventive “Stickers” spot last month, and the “Parenthood” spot, with which this ad shares a creative lineage, it would appear TBWA\MAL are onto a bit of a winning streak right now.

Apple iPhone 5s – “Dreams” by TBWA/Media Arts Lab

This is just the latest ad in the “You're More Powerful Than You Think” series of ads created by TBWA/MAL, an agency who are currently competing against Apple's own in-house advertising team and coming out ahead. Even though the agency's ads have been outperforming the ads produced by Apple's in-house team, their successes have done little to quell rumours that Apple will be severing ties with the firm in the near future. As I reported last month, it's been said that the Cupertino-based tech giants are considering calling for Jimmy Iovine, the celebrated producer and Beats co-founder, to serve as the promotional face of the company.

This is the latest ad in the “You're More Powerful Than You Think” series created by TBWA/MAL, an agency who are currently competing against Apple's own in-house team

The company are currently finalising a deal to acquire Beats for $3 billion, an acquisition that was first announced back in May and is the most expensive acquisition in Apple's 38-year history. There have been conflicting reports recently, concerning the number of employees who will be moving from Beats over to Apple, with some reports stating that Apple will be letting 200 Beats employees go, which adds up to almost 40% of the company's entire workforce. Some former Beats employees have said Apple has already let them go, but Apple has made reports to the contrary, stating that they have extended employment to the entire staff.

Official TBWA/Media Arts Lab Website

Official Apple Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who recently discovered an app that shows you how to cook the perfect steak step-by-step. What an age we live in!

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