A younger girl lies in mattress, staring into the digital camera, and calmly explains how “The Sleep app helps me set up a bedtime routine by silencing my cellphone.” The cellphone sinks into the cover as if it have been an ocean swell. The room’s gentle melts into mud. Then all the room folds inside out to develop into a dreamy celestial void, however with extra pillows. An angelic choir reaches a delicate crescendo as she falls asleep amid a desert panorama of pillows. Then the tagline: “The future of health is on your wrist.”
This is the most recent advert for the Apple Watch, and it’s accompanied by two extra, equally calm, assured spots reminding us of the product’s magical powers. Er, I imply tech prowess. An older gentleman takes his personal EKG anyplace he rattling pleases, from the fishing boat to the movie show. Perhaps he’s dreaming of our post-COVID-19 future. Then there’s one other younger girl swimming within the open ocean amid the fish and the whales whereas nonetheless monitoring her laps.
We’re within the midst of a health-tech arms race. In 2019, Apple CEO Tim Cook dinner told Mad Money‘s Jim Cramer, “I consider, should you zoom out into the future, and also you look again, and also you ask the query, ‘What was Apple’s biggest contribution to mankind?’ It will likely be about health.” Google finalized its acquisition of FitBit final month. Samsung recently announced its new Galaxy Watch 3 can now measure your blood stress. For Apple, convincing you that its watch is higher than competing wearables is essential.
The ads are all fantastically shot and composed. And perhaps that’s why they’re completely creeping me out. The sleepy girl seems like she’s on tranquilizers. The dreamscapes are a bit too excellent. Additionally they lack that trace of enjoyable and humor that so typically highlights an Apple spot. Final September, the model hyped this identical Collection 6 watch with an equally gorgeous advert, however that had a hearty dose of jokes when customers needed to preserve reminding utopian narrator Helena Bonham Carter that “It Already Does That.”
These really feel extra like pretend ads for a fictional tech overlord we’ll see in a yet-to-be-released dystopian movie. Like should you blended the personalized ads in Minority Report with Blade Runner‘s off-world colonies pitch, and perhaps Whole Recall‘s Rekall, with a touch of “RePet” from The sixth Day.
Both method, there’s one thing about that calm omnipresence that carries with it a whiff of menace. In fact I’m not saying that’s what Apple is, nor was that its intent right here in promoting a superbly designed monitoring pc you put on as a client luxurious good that is aware of all the pieces there is to learn about you. What may presumably be creepy or dystopian about that?