Apple revealed its first magazine ads for the iPhone 5s this past week and they were gold, featuring the gold iPhone 5s. During today’s football games, Apple released its first TV ad with the same affinity for the ‘Midas model’.

The video above (via Verge) shows a similar video shown at the launch event with a quick demo of TouchID.

What conclusion can we draw from this?

Gold is best.

Update: Apple has added the ad to its website

If that background music sounds familiar, it is Goldfrapp’s Oooh La La which is quite popular in smartphone advertising.  Motorola used it in 2006 for their hit KRZR product. But Motorola stole it from an LG Chocolate ad.

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Seth Weintraub's favorite gear