TBWA\MAL Reimagines Timepieces for Apple

By Patrick Coffee 

In case you managed to maintain some sort of all-media blackout over the past 24 hours, the introduction of the Apple Watch was the only important thing happening on planet Earth today.

Cupertino also debuted the first ad for the watch more than six weeks before it hits the shelves at your nearest Apple Store.

Like the company’s past campaigns, this one comes to us from TBWA’s Media Arts Lab unit. Here’s “The Watch Reimagined”:

This campaign is very similar to MAL’s work promoting the company’s most recent iPhone model in that it fetishes both the object’s sleek appearance and its varied, presumably life-altering functions.

The ad casts Apple Watch as an inevitability that will compel all tech-savvy consumers via the power of its own hype, but as perpetual late adopters we’re still not quite sure why we might want one.