Just a few days after Apple rolled out its first print ads for the iPhone 5S, the company has debuted its first TV commercial for its flagship product during a football broadcast on FOX.

The commercial is set to “Ooh La La” by Goldfrapp, a music choice that shows Apple is not afraid of puns, and show liquid gold spilling across the screen. The clip seems to be a short version of the video Apple showed at is September media event.

Apple has put much more effort into marketing efforts behind the iPhone 5C, a less expensive update on the iPhone 5. Rumours seem to be pointing to weaker-than-expected 5C sales could be a reason why Apple is ramping up iPhone 5S ads. However, this could have been Apple’s plan all along.

[via The Verge]

Update: Apple has uploaded its commercial to YouTube and we’ve updated our embedded video.