Amaya Toman Advertisements have been a part of Apple's history practically since its inception. Of course, these ads have changed over the years. While in the days of the first Apple computers there were print ads, in which there was certainly no shortage of rich texts, with the development of media, technology, and along with how the user base of the Cupertino company changed, the ads began to resemble works of art more and more. Although Apple Watch ads are relatively young, here too we can see a significant transformation that has taken place over the years.
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Unlike computers or smartphones, the Apple Watch was a product that was completely unknown to Apple customers at the time of its release. It is therefore understandable that the first advertisements for the Apple Watch were primarily intended to present the product as such. In the ads for the Apple Watch Series 0, we could mainly watch detailed shots of the watch and its individual elements from all angles. These were mostly spots in which, to the sound of captivating music and without words, the audience could view in detail not only the watch as a whole, but also the straps and their fastening, individual dials, the digital crown of the watch or perhaps the side button.
Sport, health and family
Over time, Apple began to emphasize the functions of the watch rather than its design in its advertisements. Advertisements appeared, focused on the principle of closing circles, in spots alternating dynamic shots of people doing sports with slow-motion shots, the focus of which was the Breathing function.
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To promote the Apple Watch Series 3, which was the first Apple Watch to also offer a cellular version in selected regions, Apple used, among other things, a spot in which it unequivocally communicated that you can accept (or rather reject) a call without worry on the new Apple Watch even when you are taming the waves in the ocean on a surfboard. Along with the increasing number of health functions in Apple's smartwatches in addition to sports, this element was also emphasized in the advertisements - one of the advertising spots promoting the Apple Watch Series 4 with ECG function, for example, is accompanied by the sound of a beating heart, and is tuned to shades of red.
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Advertisements that pointed out how the Apple Watch can make life more pleasant and easier, and connect people to each other, were also very popular with the public. Apple certainly did not spare emotions in these ads. There were footage of family members meeting, incoming touching messages including those about the birth of a child, emojis, or even how children can be entertained with the help of the Apple Watch. Advertisements of this type didn't skimp on humor either - instead of super-performing athletes, we could see runners who can't keep up with the pace of others, repeated falls to the ground, fatigue, but also the singer Alice Cooper, who after receiving a notification about the closing of the clubs, gives up his efforts to improve in golf.
Spoken word and emotions
With the arrival of the Series 5, Apple started to use spoken accompaniment a bit more in its Apple Watch advertisements - an example is the spot called This Watch Tells Time, which, among other things, also took place in part in the Prague metro and other domestic locations.
Spoken word also accompanied one of the ads for the Apple Watch Series 6, in which the blood oxygenation function played a major role. Voiceover also appeared in the spot called Hello Sunshine, Apple bet on voice, emotions and real stories in the commercial called The Device That Saved Me.
