Apple’s latest ad opts to go country as it demonstrates the benefits of having both an Apple Watch and an iPhone.
Kitty Wells’ iconic country and western track Searching (For Someone Like You) provides the soundtrack for the spot.
In a nutshell, the ad centres around a middle-aged rancher and his dog as he drives through a seemingly never-ending field of haystacks. Eventually, he steps up and pulls up his sleeve to show his Apple Watch which he uses to locate his lost iPhone. The metaphor of ‘finding a needle in a haystack’ is debunked with the ease of an Apple Watch.
The clever use of storytelling through imagery and music prevents the ad from coming across as forceful or over-thought and is an attractive way of selling and marketing a household brand.