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Apple's ads haven't been the gold standard for a while, and "Metal Mastered," the first TV spot for the iPhone 5S—following several for the 5C—won't make anyone think different.
The 30-second commercial, which broke Sunday during Fox's NFL coverage, shows liquid gold forming into an iPhone. "Ohh La La" by Goldfrapp, which has been used in ads for other brands, including Motorola, plays on the soundtrack. This is apparently an edited version of a video shown at the big iPhone unveiling last month.
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