Liquid gold takes form as an iPhone 5S in Apple's first TV advertisement for the device.
The spot debuted Sunday during an NFL broadcast on FOX, according to The Verge. It also played on CBS's NFL coverage later in the day.
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Apple introduced its newest flagship smartphone, along with a cheaper plastic-shelled iPhone 5C, last month. Early data indicates the 5S is outselling its less expensive counterpart by double. The gold iPhone 5S, which wasn't available at most locations until weeks after its launch, has been in particularly high demand.
Keeping with the gold theme, Goldfrapp's "Ooh La La" plays during the ad, which highlights the device's design and fingerprint scanner. Watch it in the video, below.
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Image: Mashable
BONUS: Apple iPhone 5S Review