Apple posted a new ad for the Apple Watch Series 7 on 2 January, and it will probably make you feel like you need one in order to live—and feel bad for not owning one. The ad showcases three emergency calls made with the Apple Watch, which helped rescue the Watch users “in minutes”.
One caller reported to 911 that her car “has flipped”, water is “getting in the car”, and she “can’t get out”. The second caller called to report that he went paddleboarding and “a hard wind” pushed him out to sea. The third caller called to report that he broke his leg on a farm and that he “went down 21 feet”.
The one-minute ad counted on us listening to the callers’ haunting voices, with a wide shot of what their locations could look like during the emergency calls. All three of the featured voices also let 911 know that they used their Apple Watches for the call.
“With the help of their watch, Jason, Jim, and Amanda were rescued in minutes,” wrote Apple at the end of the ad.
The ad does its job frightening us into thinking that we need the new Apple Watch Series 7—in case we come across our own life-threatening situation. And they’re not entirely wrong. You can use your Apple Watch to contact emergency services (as well as anyone in your contact list) if you need to. So in a situation where you don’t have your phone with you, your Watch might save your life.
In fact, we reported in October that an Apple Watch detected a motorcyclist’s hard fall and promptly sent a message to his emergency contacts—which included his girlfriend. Apple is also “bringing car crash detection” to your iPhone and Apple Watch this year.
However, you can make the argument that there are plenty of smartwatches that offer basically the same thing. The Samsung Galaxy Watch 4 also lets you take calls on the go, and there are also other useful watches you can choose from that aren’t Apple Watches.
Still, the Apple Watch Series 7’s new ad is extremely powerful and will possibly make people who have not yet bought smartwatches for themselves think twice. But Apple has always been very good with making memorable ads—like the one where they’re trying to convince Android users to switch to the other side, or the one where a woman is trying not to drop her iPhone 12 on the pavement.