David Reviews

 Biting the hand that feeds us since 2002.

Apple Watch
"Roll"
60s
19 September 2017
USA Wearables

Since its 2015 launch, the Apple Watch has struggled to justify its existence. Forgettable advertising hasn’t helped matters. Launched during Sunday’s Emmy Awards, this 60” commercial bucks the trend.

While Labrinth’s ‘Misbehavin’ plays through Kilian Martin’s AirPods, the Spaniard turns this train station into a skate park. As Martin fills his trick meter, newsstands and even commuters are drawn to his orbit.

Apple’s spin on the skater film is unsurprisingly slick. Gravity-defying flourishes augment Martin’s impressive board work, while the thud which accompanies Martin’s landing provides a satisfying mic drop.

With Apple fans reeling over the iPhone X's price tag, this gives the third-generation timepiece a boost. Aligning it with the brand’s wireless earbuds also strengthens the product’s worth - and not before time.

Guinness
"Compton Cowboys"

James said:

and that last line is a bit too close for comfort to the last line in sea biscuit, no?


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Apple Watch
"Roll"
60s
19 Sep 2017
Since its 2015 launch, the Apple Watch has struggled to justify its existence. Forgettable advertising hasn’t helped matters. Launched during Sunday’s Emmy Awards, this 60” commercial bucks the trend. While Labrinth’s ‘Misbehavin’ plays through Kilian Martin’s AirPods, the Spaniard turns this train station into a skate park.

Apple Watch
"Series Two"
45s
3 May 2017
Those who enjoyed, well, series one of Apple Watch will be glad to know series two is here. Complemented by a thumping Beyoncé anthem, this frenetic montage shifts between scenic locales and colourful activities - all with the advertised smartwatch at the forefront. Stylistic déjà vu aside, it doesn't seem to be breaking much in the way of new ground.

Apple Watch
"Power"
30s
9 Oct 2016
Apple continues to try to convince us that an Apple Watch is an essential piece of kit in this kinetic ad. Nina Simone's 'Sinnerman' is a great, pacey choice of soundtrack to accompany images mainly of sports and exercise, trying to create the feeling that this watch is crucial for people on the go.

Apple Watch
"Chloë Sevigny"
15s
17 May 2016
Okay, so Chloë Sevigny has been a model and a muse since the early '90s so she's bound to be one of the trendies who can make the Apple Watch seem cool. Right? Unfortunately she also seems mentally challenged, as she has to resort to the watch's Find My Phone alert in order to track her iPhone down in a small heap of clothes on an otherwise bare set. What does this say about its wearers?

Apple Watch
"Alice Cooper"
15s
1 May 2016
Aside from the chic aesthetic, these Apple Watch ads have never captured the imagination. However, there is something pleasing about watching rock musician and occasional snake wrangler Alice Cooper practising his golf swing in an ombre dimension. As Wayne Campbell once said: "Does this guy know how to party or what?"

Apple Watch
"First Kiss"
15s
16 Nov 2015
This short for the Apple Watch shows a young couple tentatively about to kiss. She is evidently way out of his league but he must have something going for him beyond a gormless expression, because when the watch alerts her to the arrival of her taxi (which we were only able to establish after close scrutiny of a still) she doesn't rush off immediately. Dull.

Apple Watch
"Lake Bell"
15s
28 Oct 2015
The Apple Watch continues to strive for any sort of relevance with another limp ad showing how the timepiece is supposedly integral to everyday life. This time, actress Lake Bell and her partner throw some shapes. Her wristwear then informs her that babysitting is going swimmingly, but what are the odds of the Apple Watch still being around when that baby grows up?

Apple Watch
"Moped"
15s
24 Oct 2015
More empty style from Apple as a fashionable young thing pootles about on a moped and asks her watch the way to somewhere or other. The grading is delightful, so there's that. All the same, we don't think it's quite enough to justify the existence of this spot, especially as the only thing it does is reinforce our vague irritation at all things hipsterish.

Apple Watch
"Vignettes"
45s
23 Oct 2015
Another effort at communicating the virtues of Jonny Ive's vanity project falls short. Their preferred confident tone really woks against them when the proposition is unconvincing, and they haven't had a product as unconvincing as their Watch since the Apple Newton. When iPhones were launched, you saw them everywhere... how many Apple Watches have you seen?

Apple Watch
"Family Time"
30s
10 Aug 2015
These ads for the Apple Watch are nothing if not consistent in their inoffensiveness. Taking a universal scenario such as raising children and introducing the advertised gadget as a helpful component ensures a few gentle smiles, but watching a few swipes and cute doodles on a screen doesn't exactly make us want to rush out and upgrade our wristwear.

Apple Watch
"Reluctant Exercisers"
30s
9 Aug 2015
This ad for the Apple Watch doesn't seem to have decided what it wants to say. By letting its wearers know they're late for the gym or haven't achieved their exercise goals for the day, is it really spurring them on to push themselves, or making them feel just bad enough to do a few half-assed star jumps before bedtime? Nobody seems to be the winner here.

Apple Watch
"Beijing"
30s
4 Aug 2015
Having previously seen two young women from Beijing sample the cultural delights of Berlin, we now have a German duo making the trip to the Far East. As with the companion ad, their holiday experience is aided by the Apple Watch as they convert currencies, pinpoint each other's location, and give men the brush-off in a nightclub.

Apple Watch
"Berlin"
30s
31 Jul 2015
A pleasant but bland affair showing how the Apple Watch straddles cultures and alphabets through the travels of two girls in Berlin. It helps them communicate by translating questions and providing the lyrics of songs they're listening to in a bar and... well, that's about all as far as we can tell. But at least it suggests they're having a nice time so that's all right, then.

Apple Watch
"The Watch Is Here"
60s
17 May 2015
Rounding off a trio of launch ads for the Apple Watch, this film focuses on how the advertised wrist gadget can play a role in relationships. But there's nothing here that will persuade those wavering about the iWatch to take the plunge... given how much Apple have staked in this product, the advertising is surprisingly limp.

Apple Watch
"Exercise"
60s
12 May 2015
Apple aim to persuade athletes and fitness fanatics everywhere that the new wrist accessory is as vital to their regime as a comfortable pair of running shoes. Close-ups demonstrate a range of apps that will monitor distance covered, time your sessions, and even give you a reminder to stand up every so often at your desk. How very kind of them.

Apple Watch
"Rise"
60s
28 Apr 2015
So Apple have made a watch... who knew? This US ad shows off the range of intuitive and customisable features punters can access through their wristwear. Its longevity remains in question, but - as the slick editing and pulsing soundtrack here demonstrate - Apple's formulaic product launch gets the job done.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.