Apple’s latest Apple Watch ad shows timepece is licking

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In the 1950s and 1960s, the American watchmaker Timex promoted the robustness of its watches by having journalist John Cameron Swayze say that Timex watches could take a lick and keep ticking. Today, the most popular watch in the world, the Apple Watch, has released a TV commercial that was also developed to show how strong the timepiece is.

The ad is titled “Hard Knocks”, a perfect name for the clip that weighs 1 minute 38 seconds. It will likely be reduced to two versions for television, a 60-second version and a 30-second version. So how durable is the Apple Watch? In one example, a penalty kick in a football game results in the ball, traveling at about 70 mph, hitting a player’s Apple Watch while wearing it on his wrist.
A chef cooking something delicious on the stove is surrounded by flames with his Apple Watch not too far away, the timer counting down how long it takes for dinner to be served. During a competitive Badminton game, a player dives trying to answer a shot, and his Apple Watch is driven hard into the ground. And as they walk on the sidewalk, a woman and her Apple Watch are sprayed by a puddle of rainwater passed by a car.

The ad shows the Apple Watch being attacked. A figure skater falls on the ice and her Apple Watch makes a heavy landing. An Apple Watch worn by a tennis player is hit by a machine that shoots tennis balls over the net. The smartwatch gets stuck in the folding glass door of a bus and in the mouth of a dog. During various scenes, water, both hot and cold, is sprayed on the timepiece.

A child drops an Apple Watch in the toilet and while Apple doesn’t show the aftermath of any of these events on the watch, the commercial should lead you to the conclusion that the timepiece can survive any of these effects without any serious damage to the watch. The tagline, the memorable phrase at the end of an ad that sticks in your head, says “the most durable Apple Watch ever.”
The commercial is likely to appear during the major sporting events on television this weekend and compared to the old Timex spots, it shows you just how far watches and watch advertising have come in the past few decades.

It’s interesting that Apple is calling the Series 7 timepieces more durable, as a new, more durable Apple Watch 8 for athletes is reportedly one of three Apple Watch Series 8 versions to be released this year. The regular Apple Watch Series 8 is rumored to have a larger 1.9-inch display, taller than last year’s 1.78-inch display, with thinner bezels.

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