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.

This amusing ad announces Canadian Club's launch of their pre-mixed cocktail range Down Under. If that sounds like a strange proposition in a country known for its beer drinking then keep watching, this may surprise you...

A series of blokes come to the shocking realisation that they actually don't like beer, one even mournfully hanging his head as he explains that he 'thought it was compulsory'. Generations of beer drinkers see the light when Canada Club & Dry slides down the bar as an tastier alternative.

Aside from the excellent performances and sharp script here, it's a shrewd move to emphasise beer drinking as a social activity which needs refreshing. With the craft beer market growing exponentially, consumers have shown a willingness to branch out from whatever's on tap... perhaps even to pre-mixed whiskey and ginger.

Everything is skilfully balanced in this film, from the clever soundtrack and comic timing to the self-conscious silence at the sound of a bottle opening. Director Nick Kelly has got things right on the mark here - lovely, affectionate work.

This striking ad break for Channel 4 - created in association with the Royal National Institute for the Blind - draws us into a world that is rarely, well, seen.

Using visual filters, we're shown how different eye conditions affect vision and contribute to its loss. It's an unsettling effect, demonstrating conditions such as glaucoma and cataracts as darkness creeps over familiar ads until they're barely recognisable.

The inclusion of audio description adds another dimension to the exercise, as it draws attention to parts of the ad we might usually gloss over or absorb passively. This is an admirable piece of work which brings the reality of sight loss home in an immediate, visceral way.

The Mayor of New York City may be surprised to learn he doesn’t run the Big Apple - an eighty-something baker called Edna does. That’s the conceit behind this entertaining New York Bakery ad.

The casting is spot-on. From the moment Edna opens her bagel shop, she keeps the city moving. Her blunt approach ensures the queue moves at a brisk pace, while god help anyone who leaves the front door open.

It’s a promising start for the no-nonsense mouthpiece. Even if we can’t sample the Edna treatment for ourselves, the brand have UK bagel fans covered.