Apple’s latest ad promotes the emergency features of the Apple Watch. Quite superbly, the ad uses genuine, live emergencies from real people who were in serious danger.
The real-life incidents of a farmer who fell from a ladder and a paddleboarder who drifted out to sea are told in the commercial “911.” The ad is really powerful, intense, and it plays on fear.
The ad begins with a call to an emergency number, which asks the caller what their emergency is. It then displays three calls from people who used their Apple Watch to notify emergency services when they were in distress, with scary music playing in the background.
An automobile accident occurred, another was knocked unconscious while sea paddling, and a third broke a leg on their farm.
The calls become increasingly tense. The person who was in the car accident informs the operator that water has entered their vehicle and they are unable to exit. The water is “going to my neck,” the person says at one point.
The person who got stuck paddle boarding says they “can’t find the wind anymore” in another call. Meanwhile, the person injured on their farm requests that the operator “please hurry” since they are in excruciating pain.
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