Apple Watch ad eschews exposition and lets the product do the talking

The product is very much the star of Apple's ad promoting its much-anticipated - and for tech geeks, long-overdue - Apple Watch, with shots of the smart-timepiece's graceful contours and many customizable faces proving just as loquacious as mere words.

One of the many customizable faces of the Apple Watch.
One of the many customizable faces of the Apple Watch.

A clock-like percussive beat punctuates the tech-porn action, which is entirely focused on the Watch, with the on-screen action appearing to have been shot in a single, sinuous take. The 60-second ad shows the Watch in a number of guises, including chrome-link and blue plastic strapped versions.

The ad went live on the back of Apple’s much-publicized press event in San Francisco on Monday, which Marketing and PRWeek both live-blogged.

"The Watch is coming. 4.24.15," states the ad's barebones copy. Favoring self-explanatory imagery, the ad promotes a number of the watch’s features, such as customizable faces, including a Mickey Mouse fascia; fitness tracking; American Express payments; Starbucks app compatibility; and iOS notifications familiar to iPhone owners.

The starting price for the Watch will be $349 in the US, rocketing up to $17,000 for one of its "Edition" gold models.

For those interested in delving deeper into the hype, Apple’s YouTube channel carries various videos promoting the Watch’s virtues, including short called Steel, which explains how the high-strength alloy of stainless steel used in its manufacture "becomes up to 80% harder through a specialized cold forging process."

Another film starring model Christy Turlington Burns promotes the Watch’s health and fitness functions:

Another film starring model Christy Turlington Burns promotes the Watch’s health and fitness functions:

Brand: Apple Watch
Agency: In-house

This story originally appeared on Marketing.

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