A testimonial ad that makes you cry? That’s not very Apple, but it is very effective.
In the two and a half minute ad, Dear Apple, for the Apple Watch, real customers read real letters that they have sent to Apple chief executive officer, Tim Cook, thanking the company for the Apple Watch.
Of course, “real” doesn’t equal ordinary. There’s a footballer whose Apple Watch data led to his having medical test that showed his heart, kidneys and liver were shutting down. A dad, whose daughter uses the watch to help her glucose monitor to manage her blood sugar. A man whose Apple Watch saved his life after a car accident by allowing him to contact emergency services. And so on.
The ad was directed by Max Malkin and produced by Prettybird.
Dear Apple was one of several campaigns that made their debut this week, also supporting the launches of the iPhone 8 and iPhone X (aka, iPhone 10).
One of the ads for the iPhone 8, 8 in :08, was made especially for Twitter and allows users to check out all 36 features of the new iPhone 8 in the span of seconds by pausing each frame.