iPhone 5s users have been reminded they're more powerful than they think they are, as Apple encourages users of the smartphones to "dream" up ways to use the handsets as instruments in their respective trades.
The minute-long ad depicts professionals using iPhone 5s apps and peripherals to accomplish a variety of tasks, including implementing the Veterinary Heart Monitor attachment to a 5s to perform an ECG on a horse and using the iTranslate app to break down a language barrier.
Other uses for the iPhone 5s' apps and attachments displayed in the "Dreams" ad included testing water acidity with the SAM-1 Smart Aqua Meter attachment, inspecting a diamond via the Retina display, pinpointing the location of a fire with the Response Deck app, reviewing a flight plan with the ForeFlight Mobile app, gauging wind speed with the Vaavud Wind Meter, and projecting an image from iPhone onto a wall to outline a mural.
"You have the power to create, shape, and share your life," Apple said in the ad campaign. "It's right there in your hand, or bag, or pocket. It's your iPhone 5s."
The "Dreams" ad followed ads titled "Parenthood," "Strength" and "Powerful" in Apple's ongoing "You're More Powerful Than You Think" campaign.
TBWAMedia Arts Lab, the firm behind the "You're More Powerful Than You Think Series," has been competing with Apple's in-house advertising team. While TBWAMedia Arts Lab has been said to be outperforming the in-house group, there have been indications that Apple will still sever ties with the firm.
In July, an insider from one of Apple's ad teams indicated that the Cupertino-based tech company would possibly call on Beats co-founder Jimmy Iovine, the prolific and legendary producer, to serve as the face of the company in promotions.
"Apple bought Beats for a lot of reasons," said an ad executive who wished to remain anonymous. "They think they're marketing geniuses. It is safe to assume Beats would be part of an assessment of all [Apple] partners."
In news related to Apple's $3 billion acquisition of Beats, there have been conflicting reports about the number of employees that will make the transition over to Apple. There have been reports stating that Apple intends to lay off 200 Beats employees, which constitutes roughly 40 percent of the headphone developer's workforce.
While some former Beats employees have stated that they have already been laid off, Apple said it has extended employment to the headphone maker's entire staff.
Here's a look at the newest "Dreams" ad in the "You're More Powerful Than You Think" campaign:
