Apple Watch ad lets the product do the talking

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Mickey Mouse: one of the many customizable faces of the Apple Watch.
Mickey Mouse: one of the many customizable faces of the Apple Watch.

Apple's latest gadget is the star of the show in the spot by TBWA\Media Arts Lab

The product is very much the star of Apple's ad (created by TBWA\Media Arts Lab) promoting its much-anticipated Apple Watch — with shots of the smartwatch's graceful contours and many customizable faces.

A clock-like percussive beat punctuates the tech-porn action, which is entirely focused on the Watch, with the on-screen action appearing to have been shot in a single, sinuous take. The 60-second ad shows the Watch in a number of guises, including chrome-link and blue plastic strapped versions.

The ad went live on the back of Apple’s much-publicized press event in San Francisco March 9.

"The Watch is coming. 4. 24. 15," states the ad's barebones copy. Favouring self-explanatory imagery, the ad promotes a number of the watch’s features, including customizable faces, such as a Mickey Mouse fascia; fitness tracking; American Express payments; Starbucks app compatibility; and iOS notifications familiar to iPhone owners.

The starting price for the Watch will be $349, rocketing up to $17,000 for one of its "Edition" gold models.

For those interested in delving deeper into the hype, Apple’s YouTube channel carries various videos promoting the Watch’s virtues, including a short called "Steel," which explains how the high-strength alloy of stainless steel used in its manufacture "becomes up to 80% harder through a specialized cold-forging process."

Another film starring model Christy Turlington Burns promotes the Watch’s health and fitness functions:

Campaign credits

Client: Apple Watch
Agency: TBWA\Media Arts Lab

This article first appeared on marketingmagazine.co.uk.

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