The second Friday in January, aka, Quitter’s Day, is near. 23% of resolutioners will have quit by then. 64% will quit by the end of January. Traditionally, just 9% will successfully keep their New Year’s Resolutions.

This year, Apple is helping. Its Apple Watch campaign by Apple Marcom challenges people to quit quitting.

The campaign features three 15-second spots, Stool, Bed, and Recliner, in which physical temptations chase after people mid-workout – literally. Each spot brings to life the mental battle of staying committed – a bar stool pursues someone jogging past a restaurant, a bed chases after a morning runner, and a recliner follows someone trying to complete their workout. As these objects close in, the protagonists check their Apple Watch, seeing halfway points, goal achievements, and ring closures, and push forward.

A new analysis of data contributed by approximately 100,000 participants in the Apple Heart and Movement Study over four years showed that participants with Apple Watch consistently keep up their exercise levels through Quitter’s Day and beyond. 

The spot launched in the US with international rollout through broadcast, social, and display.

Credits:
Agency: Apple Marcom
Director: Alaska
Production Company: Iconoclast
Post-Production Company: ARC
Editing: Liz Orson @Apple
Director of Photography: Pierre de Kerchove
Music: Give Thanks, Give Praise by Young Franco, General Levy, Tommy Villers