New Apple Watch Series 2 Ad Encourages Users to 'Live Bright'

[thirteen1031]

I seem to live in an atypical world: which is not a concatenation of roller skates, hockey pitches, beach scenes, fitness centers, disco's, running mates.
My family actually does valuable things other than running around like imbeciles.
So I am inclined to take off my AppleWatch.

You mean, like the lady at the start who is working at her desk? She seems to be fine with an Apple Watch while doing a valuable "not running around" activity. Or how about the gent in the elevator? Very quiet and in perfect stillness enjoying his watch. Your world is represented there, so, no need to take off the watch.
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well not really. you have to turn your wrist for it to light up.

Hardly false advertising as the wrist in the commercial seems to be "upright." So if the wrist is upward, your progress (the activity rings) will come up seeming all by itself. No false advertising on that score.

 

[RudySnow]

Gotta be honest, I don't understand the constant front page articles about new advertising. We come to this forum for apple news, rumors, and discussion, not to provide free advertising for the company. I get it if a certain ad is notable and generating actual headlines (the 1984 ad would have certainly qualified) but this is getting a *little* ridiculous, no?

Do you know what I don't understand? I don't understand all of the people who come to MR and b*tch, moan, and complain about anything that isn't about some stupid "long-awaited" Mac upgrade. Good GOD people!

 

[iop]

Looks like its time to setup my adblocker to block macrumors. Enough with ads be it apple watch or some other crap.

 

[johnnygee]

Sorry, there's been no "pivot" from a fashion accessory to a fitness product. Instead, what Apple has done is blend the two. That's the secret sauce of how Apple has taken over the smart watch market because with Apple you don't have to choose between an ugly, but capable Fitbit, and having something that can be a great fashion accessory. Just go to Apple's website and open the Watch section, and you'll see that both are important, but fashion is arguably more important selling point than fitness because marketing folks will tell you that fashion sells and Apple is likely making more money on the multiple bands people buy to accessorize their watches, than the watches themselves.

Fitbits aren't selling well and buyers usually end up not wearing them. I don't believe the same thing is happening with the Apple Watch.

https://seekingalpha.com/article/4059422-3-reasons-stay-away-fitbit
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Sorry, there's been no "pivot" from a fashion accessory to a fitness product. Instead, what Apple has done is blend the two. That's the secret sauce of how Apple has taken over the smart watch market because with Apple you don't have to choose between an ugly, but capable Fitbit, and having something that can be a great fashion accessory. Just go to Apple's website and open the Watch section, and you'll see that both are important, but fashion is arguably more important selling point than fitness because marketing folks will tell you that fashion sells and Apple is likely making more money on the multiple bands people buy to accessorize their watches, than the watches themselves.

Fitbits aren't selling well and buyers usually end up not wearing them. I don't believe the same thing is happening with the Apple Watch.

https://seekingalpha.com/article/4059422-3-reasons-stay-away-fitbit

 

[coolfactor]

Gotta be honest, I don't understand the constant front page articles about new advertising. We come to this forum for apple news, rumors, and discussion, not to provide free advertising for the company. I get it if a certain ad is notable and generating actual headlines (the 1984 ad would have certainly qualified) but this is getting a *little* ridiculous, no?

MacRumors and the like need page views to survive. Each page view translates into revenue. So any fresh content (anything related to Apple) helps towards that cause. How they decide what makes "front" page news is a bit of a mystery, though. This type of topic would not make the front page of a newspaper or the cover of a magazine, for example.

That said, I think it's still important to realize how Apple is helping to push back against a trend that was increasing concerning — fat, lazy people. Encouraging people to move and stay active is a very-good-thing.

 

[thirteen1031]

Still a lot of black people in the ads, why?

Because it's Apple is selling to a global market and not everyone in the world is white? Or maybe I'm misunderstanding. First...are you sure there are a *lot* of black people in the ad? I went through it and I saw maybe six that I could say for sure were "black," about the same number that I could say for sure were "white" and the rest I either couldn't tell for sure (lighting, smoke, clothing covering the person up) or they were neither

Or are you asking about it aesthetically? Aesthetically, the very dark-skinned woman at the start wearing a silver bracelet beautifully mirrors the black-silver-white world she's in (and makes the silver band on her wrist look stunning--and something you might consider buying--which is the whole point, right? To sell watch bands along with watches). And the dark-skinned woman going down the water tunnel is a good contrast to the bright yellow (she also shows off her colorful band very nicely). Just as the white man with the beard is a good contrast to the blue world and shows off his blue band. Aesthetically, the skin color choices of the actors make sense given the background color, their clothing, activities and the band they are trying to sell in each scene.

Or are you asking why there are black people in the ads at all? If so...why not? It'd be foolish of Apple to ignore any potential customers, don't you think?

 

[coolfactor]

Guys really! The times when Apple had commercials that are worth to watch are over - since years.

Yah, it's funny. People used to complain that Apple ads didn't show off what their products could "do", and when they finally showcase what the Watch can do, people don't like the ads. Guess you can never please some people.
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Still a lot of black people in the ads, why?

While this has nothing to do with the topic... and my disapproval of your comment aside...

I've noticed a similar trend everywhere, particularly in movie re-makes... where they feature characters of a certain ethnic or sexual orientation that would not have been present in the original. While I don't have a problem with it, it comes across (to me) as them trying *too hard* to push acceptance of this on to audiences. It doesn't feel natural, but rather forced, as if they don't want to risk being judged for excluding them. That's just my take.

 

[Precision Gem]

It seems despite Apples attempt to market the Watch to millennials, most younger people don't like watches, and have grown up using their phone as a clock. Almost everyone I see wearing an Apple Watch are people over 40. I've noticed many of the members of congress with Apple Watches.

 

[DeepIn2U]

I seem to live in an atypical world: which is not a concatenation of roller skates, hockey pitches, beach scenes, fitness centers, disco's, running mates.
My family actually does valuable things other than running around like imbeciles.
So I am inclined to take off my AppleWatch.

Wow! smh
I wonder what is more valuable than keeping oneself physically healthy, in shape and thus leading to emotional and mental health? Especially when this transcends in EVERY walk and area of your life, and potentially your death if you're an organ donor?! To me, personally, keeping fit means:

Physical health
Mental health
Emotional health
Less expenses on physical health/up-keep (reducing early on-set organ failure/disease based off laziness)
Less expenses on our (I'm Canadian) Health Care system for which ALL citizens pay taxes to (more for proper use such as fighting, delaying cancers)
The ability of giving the gift of LIFE, or extending one's life such that as a child who's barely had one by donating my liver, heart, lungs, kidney's (potentially one day maybe my eyes or nerves or tendons).

So I ask you WHAT could possibly be more "valuable" than that since we're running about like imbeciles?!

Bonus ability of staying in shape?
The ability to smh vs scream shout, or threaten foolish limited points of views such as your generic point above. But hey that's just me ... you can still do you.
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Couldn't agree more. I'm so sick of these ads full of kids playing jumping dancing and what not.

Why are you sick of these ads?
You must not be a parent or an investor in APPL or not even both.

As parent of a previous generation surely your parents worked their asses off to provide a better life, a stress free one and surely you did the same for one more financially secure for your children. Moreover now this generation more than others before it have more disposable income AD their more savy to using technology. This means new product segment are geared to them as THEIR more likely to purchase, use and consume all potentials of technology. Their also more sports focused, lead healthier lifestyles and the like.

If anythign at all these ads should be motivating you to enjoy your life more, complain less.

PS: I'm in my early 40's and I still exercise daily since I've been 5yrs old!

 

[Gudi]

If you can't say anything good about the product, tell them users to 'live bright'.

 

[now i see it]

Well that's the last time I'm going to willfully click on another obnoxious Apple ad.

 

[BPresh]

What does a join date have to do with the poster's lack of interest in Apple lately?

Whining about whining.
I love the irony.

He's not whining. He's merely pointing out the fact that there are a bunch of people here who invent new ways to b*** about things daily--and frankly, they're embarrassing themselves.

Additionally, the sincerity of their complaints in many cases is... suspect, to say the least.

 

[cicalinarrot]

Not saying money buys happiness but if you spend >$1K for a watch and a phone you will change in a couple years, you probably don't need any encouragement to live bright.

 

[BPresh]

It seems despite Apples attempt to market the Watch to millennials, most younger people don't like watches, and have grown up using their phone as a clock. Almost everyone I see wearing an Apple Watch are people over 40. I've noticed many of the members of congress with Apple Watches.

No worries. I frequent the local campus and bar scene (University of North Carolina at Chapel Hill). Plenty of 21 and 22-year-old students have Apple Watches. None of them have any other smartwatch.

It's considered fashionable on college campuses. Perhaps the youth in the area you're monitoring are less affluent, hence the lack of the Watch?

 

[Apple blogger]

Gotta be honest, I don't understand the constant front page articles about new advertising. We come to this forum for apple news, rumors, and discussion, not to provide free advertising for the company. I get it if a certain ad is notable and generating actual headlines (the 1984 ad would have certainly qualified) but this is getting a *little* ridiculous, no?

It seems that you have not understood the point... everything Apple releases is news. Be it an ad too...

 

[thirteen1031]

Almost everyone I see wearing an Apple Watch are people over 40. I've noticed many of the members of congress with Apple Watches.

I would have said you were right two years ago when Apple came out with the watch. Their focus on outrageously expensive gold watches, ads that showed 30-something watch-wearers at bars or at dinner (sending dull messages to each other), and an emphasis on the high fashion potential of the bands, made the watch feel like it was for "older" people. BUT, I think Apple has turned that around with series 2 ads like these, where most of the wearers are kids, swimming, dancing, playing and running about average neighborhoods in jeans and teeshirts. In fact, today, when I stopped by the Apple store to look at the new watch bands, the millennial sales girl at the table said she was going to get herself a series 2 ASAP. And two kids, one about 12 and another about 14, were hanging out at the table, very interested in the watches. The 14 year old seemed especially in love, and could hardly put down the watch he was examining. He was still eying it when I left, unable to tear himself away.

I think the watch is now selling to younger people and will continue to do so.
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Wow! smh
I wonder what is more valuable than keeping oneself physically healthy, in shape and thus leading to emotional and mental health?

True that, but let's be fair; the ads do have an athletic cast to them—a lot of the watch-wearers are "boot camp" fit (check out the gent spinning those hand petals! Or that runner speeding down a tunnel) and the implication is of 24/7 activity. Which I think Bacillus was joking about.

Still, you make an excellent point that physical exercise is very valuable, as is play, Of course, the best counter to any criticism of all the activity in the ad is: it's an ad! Potential buyers don't want to see flabby watch-wearers huffing and puffing on a treadmill (the only exercise some people get), working at a desk, paying bills, washing dishes, helping kids with homework, and spending the rest of their free time in front of the television. Which is the summation of most "valuable" lives that people tend to live. We watch athletes—basketball players, professional surfers, etc.—because watching them energizes us. And we like ads that feed our imaginations. If an ad doesn't do that, we don't pay much attention to it, right?

I think this one does feed the viewers imagination. And who knows, maybe it will even inspire one or two viewers to do more valuable (active) things with their free time than watch television or play fantasy football

 

[blasto2236]

Great Ad! Splendid use of colour.

I loved how the color scheme of the ad consistently matched that of the Activity app/rings. Very nice, subtle touch.

 

[ikir]

Very nice ad imho

 

[thirteen1031]

I've noticed a similar trend everywhere, particularly in movie re-makes... where they feature characters of a certain ethnic or sexual orientation that would not have been present in the original.

I don't think that's quite comparable because this is clearly a "global" ad. There are cities and locations in the ad not in Europe or the U.S. Using whites in these locations would be doing exactly what you're criticizing movies for doing when they swap the ethnicity of an original character.

Ultimately, however, it really does come down to what watch band looks best on what wrist--combined with activity and background. That opening silver band looks stunning on that woman's dark skinned wrist, and fits perfectly with the color scheme of the office. So...is it trying too hard to use her if she's exactly the right person to grab the viewers attention, draw them into the ad, and sell that watch band? All of which is the whole purpose of the ad.

Yes, I think Apple wants to be inclusive. And seen as global. But I also think that the reason for the variety of ethnicities in the watch ads, especially, is pretty simple: Certain colors look good on certain skin tones, and other colors look awful on certain skin tones. No ad can sell a wearable item to buyers if it doesn't look good on the model. Each watch and watch band has to look super good on the actor's wrist and that means different skin tones.

 

[mi7chy]

Other than being colorful I got nothing out of that video. Compare to this video that's inspiring and cute. Apple need to hire a new ad agency.

 

[Sevendaymelee]

For a company full of MIT graduates you'd think someone would have known how to use adverbs correctly.

 

[thekeyring]

I remember when Apple ads used to be about........wait for it..............................computers.

And I remember when Apple updated the macs and everyone moans they didn't do anything ......... new!

Whatever they do, you guys will complain.

 

[Bacillus]

Wow! smh
I wonder what is more valuable than keeping oneself physically healthy, in shape and thus leading to emotional and mental health? Especially when this transcends in EVERY walk and area of your life, and potentially your death if you're an organ donor?! To me, personally, keeping fit means:
....
Less expenses on our (I'm Canadian) Health Care system for which ALL citizens pay taxes to (more for proper use such as fighting, delaying cancers)
The ability of giving the gift of LIFE, or extending one's life such that as a child who's barely had one by donating my liver, heart, lungs, kidney's (potentially one day maybe my eyes or nerves or tendons).
So I ask you WHAT could possibly be more "valuable" than that since we're running about like imbeciles?!
Bonus ability of staying in shape?
The ability to smh vs scream shout, or threaten foolish limited points of views such as your generic point above. But hey that's just me ... you can still do you.
[doublepost=1491000918][/doublepost]
Why are you sick of these ads?
....
If anythign at all these ads should be motivating you to enjoy your life more, complain less.
PS: I'm in my early 40's and I still exercise daily since I've been 5yrs old!

Congrats but I know what fitness stands for (being in the national hockey team, we track movement with prof. grade stuff and the first thing I take off is my AppleWatch - getting a ball on it would blow it apart)
The problem with this ad is that it reflects everything Apple has lost.
Once a flexible, agile and innovative company it now degraded itself into a dull, grey moloch with design and innovation fatigue. Led by a couple of selfish, loaded and bloated, full eaten executives that are the extreme opposite of everything this ad pretends. They have degraded Apple Stores to boring repair cafe's, where the inventory of 3/4 year old refurb designs bores people like me (who invested billions in this company to keep it innovative)
The hipsters in this ad reflect everything Apple still pretends to be, while it evidently completely lost its way.
Lifestyle nonsense, the sneaker generation as the salvadores of the once Hip Apple, now led by immobile and passive grey turds. Basically we customers are buying-PacMan's to be milked to support their outrageous buildings, salaries, lease cars, and the lifestyle Apple actually stands for.
Apple should have made this ad for internal purposes. And regain some internal fitness, before telling the world how to live. Motivate a horde of 2100 designers to some new designs, to make their own world running again.

 

[341328]

Apple Watch... a crippled pathetic music device that is limited to one playlist. Worse than 2001!

Also from 2010...
https://forums.macrumors.com/thread...iple-playlists-on-it-at-the-same-time.923301/

 

[dantroline]

I'm so excited I can hardly contain my credit card.
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And I remember when Apple updated the macs and everyone moans they didn't do anything ......... new!

Whatever they do, you guys will complain.

I will keep complaining until Commodore release a new Amiga. In other words, forever.