Apple posted three advertisements to YouTube, one featuring the Apple Watch Series 2, and two showcasing the iPhone 7.
The Apple Watch Series 2 ad, titled Go Time, highlights the Watch’s fitness features and water resistance. Backed by Sinnerman, a classic song by Nina Simone, the ad begins at dawn showing a swimmer getting ready for an early morning workout. The swimmer adjusts his goggles and pulls his hand out of the water to start a workout on the Apple Watch. Through a series of quick cuts, the ad shows other people involved in all sorts of activities, including yoga, running, jumping into a pool, biking through a rainstorm, dancing, and sprinting out of the subway. In between each activity are clips showing off features of the Watch like the Activity app, Messages, notifications, the Workouts app, and the Breathe app, which is new to watchOS 3.
Morning Ride starts with a man looking out into a thunderstorm while checking Apple’s Weather app on an iPhone 7. AC/DC’s Thunderstruck starts playing in the background as he gets ready for his morning bicycle ride despite the rain. He mounts his iPhone to the handlebars of his bike, starts a tracking app, and prepares to take off into the rain. The thirty-second spot ends with the lines ‘the water-resistant iPhone 7’ followed by ‘practically magic.’
Midnight highlights the iPhone 7 Plus in Jet Black. The ad follows a young man as he skateboards around a city in the middle of the night taking photos with his iPhone. Backed by In A Black Out by Hamilton Leithauser, he takes videos as he passes through sprinklers, showing off the water resistance of the phone, captures moths flying around a single light bulb, and photographs a deer that wanders into a gas station. The ad concludes with the young man on a hill overlooking the lights of the city and ends with the tag line ‘low-light camera on iPhone 7’ followed by ‘practically magic.’
Each of the three ads does a good job focusing on the personal side of the new features of Apple Watch Series 2 and the iPhone 7. The ads don’t focus on specs; instead they emphasize how the advancements of each device expand their utility in everyday scenarios.
You can watch each of the ads after the break.