Just turn on Do Not Disturb and your iPhone 5 knows not to ring, unless it's a call you really want.
Apple has aired many feature-specific ads the past. The best of which lately was the panorama photography ad, Cheese. This one, Dream, featuring the Williams sisters of tennis fame playing ping pong, doesn't seem as good as that. It's not terrible, mind you, just not particularly witty, engaging, or emotionally resonant.
And sadly, it airs on the same day Do Not Disturb has failed for many people, due to the year incrementing to 2013.