Apple Crowd-Sources Pixies' 'Gigantic' for iPhone 5S Commercial

Apple has unveiled a new tagline for their iPhone 5S in an ad featuring the Pixies' 1988 hit "Gigantic," according to the Verge

The minute-and-a-half commercial follows people building the song using predominantly recording or music-making features, with previews of apps for video games, photography, even exercise and language translation. Watch the video below.

The Pixies recently celebrated the 25th anniversary of their seminal album "Doolittle" and performed at this year's Coachella. Today, April 23, they release their first full-length since 1991's "Trompe Le Monde," "Indie Cindy," featuring all songs from the band's preceding trio of EPs. 

This new campaign could have been prompted by iTunes Radio's failure to halt the decline of music downloads and increase Apple's influence over labels, which currently lags behind that of rival streaming services like Pandora, Spotify, and YouTube. How Apple transforms iTunes in response to these business challenges remains to be seen; in the meantime, rumors continue to swirl around when the iPhone 6 will be released, and what it will look like when it arrives.