Embodied Resilience: Apple Watch Ads Resonate with Real-Life Rescues

Once intended as a luxury jewelry piece, events in real life began proving the life-saving capabilities of the Apple Watch, which took a transformative turn from its origins. Before its 2015 launch, Apple strategically placed the watch on Vogue covers, blending fashion and technology. But in 2017, a departure from this luxury theme began, marked by the closure of themed stores, driven by reports of the numerous lives saved by the watch's health features.

The latest Apple Australia ads, "Lexie's Heart" and "Bruce and the Roo," also ratchet up the emotion by illustrating how the Apple Watch can affect lives in a very profound way. "Lexie's Heart" charts the journey from humble low heart rate notifications to a woman finding out she has a condition called a congenital heart block, that may have saved her life. The second ad, "Bruce and the Roo," shows a man fainting (?!) after a kangaroo lets out a cry (or whatever the noise is called) before Fall Detection kicks in and emergency services are called immediately.

These are real-life stories that could act as poignant testimonials to the health-tracking skills of the Apple Watch, from catching when your heart goes haywire to detecting when you fall on your face. The wristwear has moved well beyond its luxury roots to become a crucial companion for your well-being. If these ads get flogged worldwide, don't be surprised if they accompany major sports broadcasts. There's a real chance that the Apple Watch could become renowned for its life-saving features, rather than its tech-first approach.

That shift from "expensive timekeeper" to "guardian" is evident in each story here. The ads are going for a more human touch where the Watch is part of a critical moment, going beyond the accessory role that most tech gadgets inhabit. These are very stories that we've heard from many Watch owners, and that's probably the point: convince you that the Apple Watch is an integral part of life, not just a frill.

The Apple Watch finds itself in an unusual spot in technology. It's no longer tied to the iPhone like it used to be: the Series 3 offers its own LTE connection. However, it's not so independent that it forges its own path, either. These ads nail the distinction. You probably wouldn't use them to replace your smartphone entirely, but you'd seriously consider them if you wanted to avoid any ugly surprises as you go about your day.

FAQs: Apple Watch Ads

What brought about the shift from a deluxe accessory to an actual potential life-saver?

• In short, scenarios in the wild show that it could be a lifesaver. The more real-life situations that surfaced showing that the watch was saving lives, the less it was allowed to wear the mantle of a luxury accessory, as we’ll see.

How did Apple originally market the Apple Watch in the months leading to its launch in April 2015?

• Elegantly, to say the least. The company also rolled out cover shots in Vogue, demonstrating how fashion and technology could coexist to help build anticipation for its arrival.

Why did it change direction in October 2017?

• A report surfaced containing several accounts from people whose lives were saved by the Apple Watch’s health features, prompting (among many, many other things) an immediate halt to its thinly veiled luxe strategy.