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 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:
Client: Apple Watch
Agency: TBWA\Media Arts Lab
This article first appeared on marketingmagazine.co.uk.