The latest song from Kumo 99, the new music artist causing a sensation with “post-national, apocalypse-adjacent, lo-tech love songs for the digital native” [gotta add, LOL:ed] and an edgy visual device that snares your attention when you least expect it. TBWA\Media Arts Lab Tokyo has set out to impress Japan’s cool kids with what Apple Watch can do in its unequivocally crowd-pleasing fashion.
The visual device is being used to show how Apple Watch nudges (in the film, drags) young people to make good health decisions like taking the stairs or using a bicycle rather than a car.
The Kumo 99 song, 200, was released to coincide with the launch of the commercial.
The campaign is running on broadcast TV in Japan and online – Twitter, TikTok and YouTube.
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