The ad, which premiered exclusively on Facebook Tuesday 29th October 2011, then hit TV on Thanksgiving in the US, doesn't mention Apple or the iPhone 4S by name, however. Instead, fans are shown lining up outside an Apple Store-like location nine hours before it opens. "Someone just left," says one woman. "Why would they be leaving when we're only nine hours away?" asks her male companion. "Uh oh," says another guy in line, reading off his phone. "The blogs are saying the battery looks sketchy."