Apple Watch’s latest spot, Hello Sunshine, initially appears as though it might fall into the earnest trap, as it promotes new features such as blood oxygen monitoring and fall detection that are available with its latest Series 6 model.
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We’ve become well accustomed to sports advertising’s obsession with earnest voiceovers and gripping tales of winning against the odds.
Directed by CR favourite Oscar Hudson, the ad opens with a woman lying on the grass and planning all the sports she is going to try out this summer.
Production company: Pulse Films
Director: Oscar Hudson
Director of Photography: Adam Newport-Berra
Post-production: Framestore
The ad nods to the array of sporting activities at your fingertips with the help of the Apple Watch’s latest features, but also reminds us of the importance of a bit of relaxation
More recently however, there’s been somewhat of a backlash against this tried and tested formula, with Nike even celebrating being rubbish at sport.