Product feature commercials can be deadly dull. Each of Apple Watch’s three product feature commercials has a surreal twist that illustrates its capabilities and adds the extra dollop of interest that the watch’s admittedly striking capabilities might need. They were directed by Ian Pons Jewell and produced by Reset Content.
The three films, for ECG (which was released last month), fitness and sleep form part of Apple’s The Future of Health is on Your Wrist campaign. Each has its own music track:
- The Future of Workouts (underwater capabilities): Dreams by Shey Baba and Karma Fields
- The Future of ECG: Tokoliana by KOKOKO! and When I Wake by Justin Hurwitz
- The Future of Sleep: Pays Imaginaire by Polo & Pan
The spots are running on TV in the US as well as on Apple’s YouTube channel, Facebook. and Twitter.