When the ad started, I said, “Wow, Misfit has a national campaign going for The Shine.” But then as we watched more of the TV spot, my husband said, “It’s an ad for a phone.”
This “Strength” ad for the iPhone 5s started running during the NBA playoffs and it is all about digital health.
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There was something for everyone in the ad: form analysis, step and rep counting, weight lifting, bike racing. I counted 8 athletic activities in the ad:
- Biking
- Golf
- Gymnastics
- Running
- Soccer
- Strength training
- Swimming
- Weight lifting
There were organized sports events and people just having fun. There was even a woman doing some kind of crazy TRX Tactical Conditioning exercise with her feet in gymnast rings, her hands on the floor and her legs pumping back and forth. My favorite moment was the guy on the scale feeling frustrated with his weight loss trend going back up after a serious drop. The only demographics Apple missed are a grey-haired athlete competing in the senior games and a paralympian going down the ski slopes.
Even the song is amazing – funny, catchy, fitness-centric and historical. The “Chicken Fat” song is from a presidential fitness campaign that was launched decades before Let’s Move.
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“Chicken Fat” was a product of President Kennedy’s Council on Physical Fitness, a program that sprang from Kennedy’s sense that the nation’s youth was, collectively, getting flabby. In 1961, the president appointed Bud Wilkinson, football coach at the University of Oklahoma, to direct the Council and devise a series of exercises youngsters could do to improve their fitness and gauge their progress. Meredith Willson, the composer of The Music Man, which had recently ended its Broadway run, contacted Wilkinson and said he wanted to write a fitness theme. Within a week, “Chicken Fat” was complete.
It is a masterful, memorable ad – a perfect 2014 update for the white silhouette ads that launched in 2003 to sell the iPod (wow, don’t those first iPods look big and clunky now). This Strength ad places the company’s phone not just as something cool for music fans but central to the lives of many more people and reflecting something everyone is thinking about in this decade: health.