The hoax ad looks like an Apple ad. However, the promises it makes are more extreme than any Apple ad you've ever seen.
For it teased: "Upgrade to iOS 7 and become waterproof."
The mere syntax there might have caused some to stop and wonder. However, the ad goes on to claim: "In an emergency, a smart switch will shut off the phone's power supply and corresponding components to prevent any damage to your iPhone's delicate circuitry."
Some people tweeted as if they believed every word.