Three new Apple Watch ads were posted this morning, Us, Up, and Rise. These ads are full of detail, little vignettes that give a sense of life with Apple Watch. Not the interface as much as how well it integrates into your busy lifestyle.
Most noticeable to me, instead of the vivid colors, electronic drums, and throbbing bass of the original Apple Watch ad, these three were painted with a very soft brushstroke and a delicate palette.
Here’s Us, with a very loose theme tying together romance and friendship:
For all the ways you connect, the Watch is here.
Next up is Up, as in up and at ’em. This focus is on fitness:
For all the ways you move, the Watch is here.
And finally, there’s Rise, as in rise and shine:
For all the ways you spend your time, the Watch is here.
Utility, style, emotion. The three ads nailed all the critical Apple Watch touch points.
Nice ads, but what’s the point, Apple. No one can go buy an Apple Watch and take home today. And are these ads really going to inspire someone to go order a watch online with a 2 month wait period? Don’t think so!
It’s to keep the momentum going. The point being is that they clearly answer the question “what is an Apple watch?” It’s all about communication and empathy. As more and more people get them then this will become clear.
BTW not seen this anywhere but the sports watch packaging is pretty damn heavy – 3lbs – haven’t opened the box yet so I’m still wondering where all the weight is…
Sure, it may keep momentum going, but it’s also a reminder how Apple really screwed up with this release and leaves a bad taste for someone who has been an ardent Apple user since 1986.
They first announced this thing last fall and then delayed until April at which point they could not even have much stock on hand. I ordered mine at 12:03am (3 minutes after it went on sale) and will still have to wait until May for mine to arrive.
First.
World.
Problem.
Relax. You’ll be fine.
Minor nitpick: I like the tone and style, but they’re 1. too long and 2. still have too many ideas and scenarios crammed into each one. Maybe the same content could be re-edited into six 30 second spots.