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Apple’s latest iPhone 5s ad is all about power, but not the kind you think

Published Jun 30th, 2014 9:00AM EDT
iPhone 5s Video

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Apple’s advertising agencies have always been great at finding ways to show off a device’s key features while still managing to tell an important and entertaining story. This two-punch combo is one that rivals haven’t quite yet mastered, and Apple again showed us how good it is in its latest TV ad for the iPhone 5s.

Titled simply “Parenthood,” the new commercial focuses on the tireless task of being a parent, and it shows us many of the ways Apple’s iPhone and the surrounding ecosystem comes to parents’ aid. From acting as a baby monitor and teaching children various tasks to helping kids study and even turning off the lights in a new father’s house while he is busy with his newborn, the ad does a phenomenal job of positioning the iPhone as an invaluable tool that can empowered parents.

The full ad follows below and if you’re a parent, prepare to be moved.

FROM EARLIER: Is this Apple’s best iPhone commercial ever?

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.