New Apple Watch Spots Don’t Leave Much of an Impression

Apple Watch sales have been underwhelming, to say the least, and it seems unlikely the four new spots Apple created in-house for the product will do much to help.

TBWA/Media Arts Lab helped launched the product with a trio of broadcast spots back in April that seemed underwhelming at the time, but Apple’s new in-house efforts make them look good in comparison. The most effective of the new efforts, “Goals,” shows how the Apple Watch can help you set and maintain goals, focusing on the fitness apps that are perhaps the device’s strongest selling point. Other ads include “Closer,” “Beijing” and “Berlin.” The former shows the device keeping families in touch, while the last two show how it can aid in adventures abroad. The problem is that each does little to engage viewers and many of the benefits it attributes to the device aren’t anything a smart phone can’t do. “Beijing” and “Berlin” are kind of charming in theory, but lack the execution to make the idea interesting. It doesn’t help that Apple decided they didn’t need a tagline for the spots, contributing to the overall lack of an impression and easily forgettable nature of the 30-second ads. Hopefully, Apple will turn to TBWA/MAL for help with the next batch.