AppleInsider Staff
Apple on Wednesday published seven new short commercials touting Apple Watch software capabilities, first-party accessories and Siri, done up in the company's new aesthetic style.
Like the last bunch of Apple Watch ads, today's spots feature a bold, clean visual style reminiscent of classic television commercials.
The first 15-second spot, title "Move," illustrates Siri's natural language processing capabilities. Singer Leon Bridges asks Siri to "play some 80s music," and Apple Watch responds by playing the seminal INXS hit "Need You Tonight." Dancing ensues.
Apple's next ad, "Kiss," shows two love birds about to share a kiss before being interrupted by an Apple Watch alert for an arriving Uber. Luckily, the notification can be dismissed with a single tap (or swipe), leaving the couple some time to smooch.
Actress Chloe Sevigny makes an appearance in "Style," today's only ad focused on hardware. First seen lying on a pile of clothes, Sevigny tries on outfit after outfit, each time changing her Sport Band to match. The spot ends with the tagline "Mix it up."
Next up is "Play," which says Apple Watch so easy to use you can use one hand to place a $7,500 bid on eBay while tickling the ivory with the other.
Wallet, previously called Passbook, is the star of "Travel," an ad focusing on Apple Watch integration with ticketing and coupon apps, in this case from airline KLM. Apple Pay gets its own commercial touting the service's NFC-powered touch-to-pay capability.
Finally, Apple features the Apple Watch Move app, which helps users track and reach movement goals to maintain a healthy lifestyle.
Today's ads are the latest from Apple's campaign to get Apple Watch into the hands of more users. For example, the company recently expanded sales availability to New York electronics store B&H Photo.
Wesley Hilliard
Marko Zivkovic
Oliver Haslam
Christine McKee
Malcolm Owen
William Gallagher
34 Comments
Simple, classy, colorful. Ok, Phil Schiller can keep his job for another year. :)
I see pros & cons of the short format:
Pro: Apple can spread its advert dollars more broadly, creating more 'impressions' over a sustained period of time.
Con: May be disorienting to someone not already familiar with the Watch's interface & capabilities. ("Huh? What was that?")
[quote name="Slprescott" url="/t/189664/apple-releases-new-apple-watch-ads-with-focus-on-wallet-accessories-third-party-apps-more#post_2794292"]I see pros & cons of the short format: Pro: Apple can spread its advert dollars more broadly, creating more 'impressions' over a sustained period of time. Con: May be disorienting to someone not already familiar with the Watch's interface & capabilities. ("Huh? What was that?") [/quote] Which can at times be effective in creating curiosity.
[quote name="Suddenly Newton" url="/t/189664/apple-releases-new-apple-watch-ads-with-focus-on-wallet-accessories-third-party-apps-more#post_2794285"]Simple, classy, colorful. Ok, Phil Schiller can keep his job for another year. :)[/quote] The haters are still going to hate. The latest meme being these ads are a desperate move by Apple to try and increase sales of a failed product. :D
Great ad campaign. The briefness of the spots work perfectly for them. Short, sweet and to the point.