Apple on Sunday began rolling out its first iPhone 5s commercial. The commercial began airing during NFL games and features the song "Ooh La La" by Goldfrapp. The ad itself is nothing special and features liquified gold solidifying into what soon becomes the gold model of the iPhone 5s. The ad itself bears a striking similarity (not a coincidence, I'm guessing) to the first ads Apple began running for the iPhone 5c.
The Verge was able to capture the video if you wanna take a look. Again, the commercial itself isn't all that great, but I can only imagine that Apple will up its advertising game with respect to the 5s as we head into the busy holiday shopping season. I also wonder if Apple has been slow to advertise the iPhone 5s since the device is still in short supply. Recently, the WSJ reported that Apple placed an order to up production on the 5s by 75%.
By way of comparison, here's an early iPhone 5c ad dubbed Plastic Perfected.