Last week Apple unveiled two new devices, the iPhone 5s and the iPhone 5c, the latter of which is notable for being the first Apple device to sport a plastic shell. The iPhone 5c has been tipped to be a popular device with consumers, thanks to its availability in an array of colors and (slightly) cheaper price tag.

Today we got our first taste of Apple’s marketing intention for the iPhone 5c after the company posted its debut TV ad spot for the device: called Plastic Perfected.

Though just 30 seconds in length, there are some interesting takeaways from Apple’s marketing approach here.

Plastic cases are often criticized for lacking durability and feeling cheaper than aluminium-based phones, but Apple’s TV spot doesn’t shy away from the plastic: it embraces it. Emphasizing the build materials and the color options, the ad uses lyrics from Sleigh Bells’s song Rill Rill to suggest that this is a “new trend.”

That’s something Nokia, Samsung, and others who have been making such devices, will probably disagree with.

 

Related: Everything Apple announced at its iPhone event in one handy list

Headline image via Justin Sullivan/AFP/Getty Images