Apple has debuted a new TV commercial for the new 13- and 15-inch MacBook Pro with Touch Bar.

The full-length, oddly-timed 1:37 piece will likely be cut into digestible TV spot lengths of :90, :60, and :30 if Apple intends to run it on cable and broadcast networks.

Apple’s description of the new spot reads:

Ideas have always pushed the world forward. Introducing a tool for all the ideas to come. The new MacBook Pro.

Direct link to the video here.

MacDailyNews Take: Fire. The wheel. Flight. Touch Bar. Alrighty then.

At 1:37, it takes awfully long to get to where it going. It’ll work better (get the point across, i.e. MacBook Pro with Touch Bar!) in shorter lengths.

I’m one of those people that think Thomas Edison and the light bulb changed the world more than Karl Marx ever did. — Steve Jobs, November 1983