Apple debuts three new Apple Watch TV commercials for launch day

Just in time for launch day, Apple has debuted three new commercials — “Us,” “Up,” and “Rise” — for Apple Watch on U.S. broadcast and cable TV networks.

Apple’s descriptions for each spot:

• Us: For all the ways you connect, the Watch is here.

• Up: For all the ways you move, the Watch is here.

• Rise: For all the ways you spend your time, the Watch is here.

MacDailyNews Take: Get ready. Apple begins changing the world – yet again – today!

42 Comments

  1. The commercials convey the idea this watch is intended for people, about 30 years old, who live in the upper West Side of Manhattan or some wealthy San Francisco neighborhood, or in China. It does not appear to be a product intended for flyover country. The ads convey a very distinct political class using these.

    1. What!?? The ads are commenting on the busy lifestyle of the 21st century! You see what you want to see! Read in what you want to read in. Or, maybe, your life style isn’t busy, hectic, active, maybe you don’t have need of reminders, or buy things, or have friends who text you scores of times during the day, maybe you wouldn’t welcome something, anything, to help filter some of the background noise… I do.

      1. That is what the ads convey. Ad agencies, which are made up of people who work to convey exactly the sort of audience they intend to attract, did exactly what I said. I am just stating the nature of the ads. They are very metropolitan, very young, very Madison Avenue. This is not me. This is what Apple wants to convey, which is fine. They just don’t have much time in three ads to show people who don’t live in the big city, where the really important people are.

          1. Right. They are very good ads for appealing to the metrosexual market. Not so good if they want to reach the non-metrosexuals. But they clearly have an intense focus on the one demographic. That’s cool.

            1. Apple ads, whether they be for Macs, iPods, iPhones, or iPads have always featured young, thin, attractive people… for reasons that I think are obvious and which have nothing to do with politics.

            2. What an asinine comment. Sarah Palin is 51 years old, and she doesn’t do product endorsements. And why would Apple sign up politicians of either party to be in their ads? That just doesn’t make any sense. You must need a refill on your oxycontin prescription.

        1. But why do you refer to the 30-something characters depicted in this ad as a “political class” instead of just a demographic? You don’t know anything about these fictional characters’ politics. You’re just making assumptions based on your own sense of victimhood and reading wayyy more into these ads than what is actually there.

        2. @kent So the ‘really important people’ are people who don’t live in big cities.

          Your comment shows your obvious bias. Maybe Apple just isn’t trying to attract ‘your kind’ of people.

  2. Cool, but they gotta let go of this idea that people want to draw on their watches. The first one left me thinking I don’t need any of those features. But overall nicely done. Watch will fill a niche market, in my opinion, tops out @ 25% of iPhone users.

    1. Well let’s see, as of Oct 2, 2014, they sold 120 million+, and this data does not include the iphone 6 or 6+ sales, and is already 6 months old, and also not counting the millions sold since then. Still 25% of 120 million comes out to 30 million watches, and compared to the total number of 2 million for all other smart watches combined, over the past 2-4 years, I’d say they have another grand slam on their hands.

    1. “The Macintosh uses an experimental pointing device called a ‘mouse’. There is no evidence that people want to use these things. I don’t want one of these new-fangled devices.” – John C. Dvorak

      1. TOM isn’t excluding any other wrist wearable.. So it is entirely possible the Apple Watch has one or more conditions that do not meet his current needs or is too expensive for what he needs it to do.

  3. Classic “Jobs-ian” we make before you figure out how much you will like it, need it, use it.!

    Life changing tech on your wrist. The pedi-oxymeter inside is a GAME CHANGING technology sitting unused inside the Watch until software updates activate it after FDA approvals are granted…..!!

  4. Is it me or we don’t clearly see the size difference of the Watch?

    Some of the wrist shown were too small for the size of the Watch they choose or again, is it me?

    Anyway, I am gonna try one before buying it!

  5. Is it just me or do these commercials seem a bit “gloomy” in their lighting and presentation. In watching them, I felt a bit like I was watching the Apple Big Brother commercial mixed with a bit of Blade Runner-ishness lifestyling. Maybe Ridley Scott directed these..?

    1. Appreciate your comment and can see where you are coming from. Thinking about it, and the commercials, I do make the connection with the “most personal” device narrative. It’s you, your immediate world, and sometimes, the person close to you sharing the Apple Watch experience. Kind of like, ‘make the best of your ‘alone’ time and your life with your Apple watch.’ Yeah, dorky response, I know.

    2. I sort-a got the sense they were attempting to highlight the utility of the watch starting in the wee hours of the day, and at varying times throughout the day, then ending into the late evening. Plus, I think the low light helps accentuate the lighted face of the device.

      1. Rogue,

        You’re right. And, I get why they did it, but again there’s sort of a “feeling” you get watching these commercials that I don’t seem to get with other Apple product ads. It’s not a huge thing either, but I don’t think the folks are all that super stoked appearing in the ads.

        Ah, it’s probably just me and my perspective I guess…

    1. Actually, it targets urban metrosexuals with no kids. A farmer here and there would be good, but I know how Tim Cook feels about people who live in the country.

        1. I can answer that for you. Kent lives in the country, votes Republican and he hates gay marriage, and he thinks everyone else who lives in the country is exactly like him. He has seen the recent national polling which shows that his own political views on gay rights are now in the minority and falling fast, and he feels marginalized and victimized by that, so he’s lashing out at Tim Cook because Cook is gay and lives in a city, and therefore Cook must be an “other”, not a “real American” like him.

    2. Modern farming in the U.S. is highly automated these days. Perhaps Kent is talking about small farms or sharecropping?

      To market a product you must first define your target audience. In this case Apple is targeting people who lead busy lifestyles, are concerned about their health and have already bought into the Apple ecosystem. Thats all… reading in any other ‘demographic’ is just silly.

  6. I’m impressed. I dare to say there is a bit of European influence in the ads. They have a continuity. There are subtle intelligent progressions within the ads, such as drama progressions, colors, shapes, lighting. Clearly, these three are early morning, ‘dawn’ (get it?) sequences. We see predominantly the demographic Kent noted above. But there ARE country scenes intermixed. The ages of the models are fairly similar, the ‘yuppy’ crowd (as they were once called). Young Urban Professionals living contemporary lives.

    Why I bring up the European influence is that the density of the images, faces, activities and drama beg repeated watching, which in turn provide further detail and interest.

    These are some of the most intelligent advertisements I have EVER seen. My father would hate the rapid cut editing. But I think it works. These are ads I can not only stand to watch again, I want to watch again to see what new things I notice the next time around. And despite the wonderful people in the ads, the Watch remains the center of continuity and interest.

    Now go watch some Samsung ads. *shiver*

    1. I love the last scene in ‘us’. Any device can pull your attention away from what you are doing (email chime, alarm clock, etc.) But how many can so eloquently and simply remind you that you are loved and that someone cares about you?

    2. Agree. Hip. But in an everyday sort of way. And just a tad melancholy, though in a sort of sweet, romantic sort of way.

      In a way, they sort of recall the old AT&T “phone home” type ads, in the sense they are about people connecting with other people, or just getting on with their lives.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.