Hours before the Apple Watch is set to officially launch, Apple has debuted three new ads called “Rise”, “Up” and “Us”. The three ads focus on the three aspects of the device CEO Tim Cook highlighted when the Apple Watch was first introduced: a device that helps you with time, a comprehensive health and fitness device and an intimate communication device.
The first ad, “Rise”, shows people using the Apple Watch to help them spend their time. People are seen using the Apple Watch as an alarm clock, seeing incoming messages, using it on their commute, using it as a ticket at an airport, getting around with the Maps app and more.
The second ad, “Up”, features users using the Apple Watch’s health and fitness features. People can be seen setting up their fitness goals on the Watch in addition to using it while both exercising and doing various activities, both intensive and casual. It also features moments where users are alerted to stand while working or commuting.
The final ad, “Us”, has people using the Watches’ communication features, including the ability to draw pictures, send animated emojis, and send heart beats and taps to the wrists of other Apple Watch users. Interestingly, the ad also features people spending time with each other and paying attention to the world around them, illustrating how the Watch could free some users from their phones.
All three ads end similarly, declaring that “the Watch is here”. Thus far, Apple’s marketing campaign for the Apple Watch has focused on getting the device on the wrists of athletes, models and other celebrities for maximum exposure. Moving forward, it appears Apple will begin making a case for how the Apple Watch will be used by most people.