If you were watching NFL football yesterday, you may have seen a brand new ad from Apple. The company unveiled its first ever ad for the new gold iPhone 5s during the broadcasts, called “Metal Mastered,” and it’s heavy on the gold.

That song in the background? It’s “Ooh La La” by Goldfrapp. Clever.

Before Sunday, Apple had put the majority of its ad focus on the cheaper, plastic iPhone 5c. Reports indicate that may be the right focus, as iPhone 5s sales have dwarfed iPhone 5c sales by a margin of 2 to 1.

And though the gold iPhone was jokingly referred to as “The Kardashian Phone” internally, there’s no sign of a Kardashian anywhere in Apple’s new ad. Shame.

Image via Apple, YouTube