In coordination with the Watch’s worldwide release, Apple has ramped its marketing campaign further with three new ads that are airing starting today. The ads titled ‘Rise’, ‘Up’ and ‘Us’ focus on everyday activities being enhanced by the Watch. Unlike some of Apple’s product-focused marketing, this is more in the style of iPad commercials.
The ‘Rise’ ad focuses on morning activities, such as using the Watch to wake you up or answer text messages in the breakfast queue. ‘Up’ is focused on the Workout and Activity apps, highlighting the ‘Stand’ notifications and related fitness features. ‘Us’ focuses on communication highlighting Digital Touch sketch, tap and heartbeat sharing features as well as the controversial animated emoji.
All three videos are embedded after the break …
http://www.youtube.com/watch?v=a8GtyB3cees
Up
http://www.youtube.com/watch?v=qQcFvamzdno
Rise
http://www.youtube.com/watch?v=x4TbOiaEHpM
Us
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“Rise”, “Up” and “Us”? A word comes to mind:
Apple usurped the throne of smartwatches.
Remote controlled people.
In these ads, yeah. But in real life, if you have friends, you can’t be controlled by technology. Have some friends or if you have some, hangout with them so you’ll know.
If you say “Rise” “Up” “Lights” in an American accent, it sounds like you’re saying “Razor Blades” in an Australian accent.
hahah ahahahahaha
LOL thats funny i have been walking around the office saying this ever since read this post and folks are like you sound Australian lol good post dude.
I connected my twitter to WordPress just to come in here and thank you for the laugh. My fav post of all time here.
Yayy! Finally a view of people wearing the watch on their right hand! Something a lefty like me has been waiting for.
I really like these ads because they’re emotional. They tell a number of stories that we’ve all experienced at some point in our lives. That connection makes the watch far less alien and more realistic. People (myself included) have been asking what the watch is good for, what use cases Apple has imagined, and these ads show them plainly. And what’s more, they show, instead of technology driving us apart, how a new piece of technology can bring us back together, help us communicate in ways we’ve forgotten and ways we never knew existed. Mark my words, it’s these types of ads that will make the Apple Watch a hit.
The ads that just showed the product on a white background may have been the key to iPhone’s success. These ads make me want the watch less.
Yeah, I’m getting one but these ads are truly bad. Produced In-house? My guess is yes.
Simply beautiful.
This reminded me a lot of Pixar shorts where you understand exactly what’s happening without (well, mostly without) any dialog.
Just makes the wait that much tougher but glad to see Apple hasn’t lost its touch in making compelling and emotionally engaging commercials. I think these ads will play well once they’re aired.
No doubt they’re working on another heart tugging Christmas ad now.
Aren’t these Peter Gabriel albums?
I liked all of them but the last one was a little too mushy for my taste. I thought all of the use cases were believable but I think something about the romance shots immediately juxtaposed with product shots broke my suspension of disbelief.
aside from that the acting and cinematography was great and they told small stories of how a variety of people, both male and female, could use them in different situations.
Compare this to… any ad from any other smartwatch. All of the ones I’ve seen are pretty bad. Like the samsung ones where you could only imagine a rich and powerful man could have a smartwatch or like many OEM wear commercials that only care about showing off their hardware and tying to look like traditional watches. The moto 360 commercials are funny, but many of them make smart watches seem more annoying than useful.
I just don’t get the rest of the electronics industry. They still haven’t caught on to how to sell products to people. As a tech geek, I’m glad Apple exists. Even if you don’t think the Apple watch is “revolutionary” what will be is if Apple manages to convince people this tech is worth adopting.
“Up” is bad as anything Samsung ever aired. Truly terrible. Are they selling Abilfy? I was expecting it to finish with “may cause drowsiness, discontinue if you have suicidal thoughts or depression worsens.
Expect this one to be universally derided and mocked.
I meant the “Us” spot
“…Expect this one to be universally derided and mocked….” Wow! Maybe it’s a bit more ‘Amìlie’ than ‘Downton Abbey’ but some foolish humans like to reminisce about love…won and lost. Keeping somebody or a memory alive in the moment. Makes my day..some days. But this post is exactly the reaction my old maid aunt had her entire life, and was proud of it. Admittedly when she called me ‘girl goofy’ she also grinned. I think all three spots speak to a contemporary audience, or a sizable portion of it..
I liked in the third video where the person is sent an arrow, causing the person to look over at his friend. That was really creative.
Agreed, that was fun.
This is what I call an ad!
I’ll probably be lambasted for this observation, but anyone else find it curious that the “Us” ad didn’t feature any homosexual couples?
I was thinking the same thing. After all Tim Cook has done in favor of homosexuals, I was waiting for a gay couple to show up in the ad.
How do you know they didn’t? Several of the scenes were ambiguous as to the gender of the other person.
These are wonderful, beautiful, inspiring and totally captivating ads all featuring beautiful young people. I am 75 years old and I just got my Apple watch yesterday. I am convinced it will change my world and I think you should also have some ads for seniors who truly should embrace this exciting new way to connect. I’m not put off by the ads being populated with only the young and beautiful but it would be nice to see that another demographic, mine, might also be shown to enjoying all that this new technology will offer us.
Thanks.
Good ads…I’m curious as to the instrumental piece played over them…it sounds like a remix of something very familiar, that I know but can’t place.
Sounds like a ray lamontagne song
I was wondering what the song was as well can’t seem to find the answer anywhere. Reminds me of the iPhone music everyday commercial that song was amazing
What song is featured in Rise?
I am a proud Android user, but as others have said I love the Rise/Us commercial music It is familiar but I cannot find any info on it.
Whose music is featured in the ads? It’s beautiful.
I think the music from Rise is a new arrangement of Gungor’s “Beautiful Things” any other guesses?